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2MAR 2016
MANAGING amp EDITORIAL DIRECTOR | PUBLISHER El Kwang elbizeventsasiacom
DIRECTOR Geoff Batt-Rawdengeoffbizeventsasiacom
ASSOCIATE EDITOR Gina Sin ginabizeventsasiacom
GUEST EDITOR Joanna Ong-AshHead of Brand amp Corporate CommunicationsAIA Singapore
CONTRIBUTING EDITOR Sandra Hernandez sandrabizeventsasiacom
Jennifer Salsbury jenniferimc-conventionsolutionscom
DESIGN AND PRODUCTION PIXOfanixpixosolutionscom
OFFICE MANAGERRev Karunakaranrevbizeventsasiacom
EDITORIAL amp DESIGN COORDINATORChua Yi Kiatyikiatbizeventsasiacom
CONTRIBUTORSszligDQLHO$VZLQszligRXLV$OOHQszlig5REampRWWHU
CHINESE CONSULTANT KH Tok
Biz Events Asia is published by Business amp Tourism Publishing Asia Pte Ltd 51A Kreta Ayer Road Singapore 089008 Tel +65 6337 8781 Fax +65 6337 9060 Email hellobizeventsasiacom Website bizeventsasiacom
GINA SIN ASSOCIATE EDITOR
ginabizeventsasiacom
EL KWANG MANAGING amp EDITORIAL DIRECTOR | CO-OWNERelbizeventsasiacom
JOANNA ONG-ASH GUEST EDITOR
joanna-tmong-ashaiacom
2MAR 2016
2-3 First Wordindd 2 1316 902 pm
3MAR 2016
COMMUNICATION MISCONCEPTIONS
We are so excited that this is our first anniversary issue since we rebranded as Biz Events Asia last March and boy did we pull out all cost efficient stops to communicate the new brand to the industry
The journey over the past 12 months has been laced with lots of ups and most certainly some downs When we launched the concept of having different overarching topics for each issue of the magazine last March not many understood our intention then After much communicative efforts we gained enormous support when we ended 2015 with our Sustainability Issue in November ndash a topic close to many ldquogreenrdquo hearts Wersquod also like to take this chance to thank you for voting for the 2016 topics through our survey last year
Our journey took another turn from September 2015 when we introduced the concept of having a different guest editor from the business events industry for each issue of the magazine The Biz Events Asia team continues to communicate the reason behind our decision to those concerned We believe that these chosen guest editors can effectively express challenges hindering the success of the business events industry while crediting the deserving factors that contribute to success at the same time
Communication is a practice that takes patience and strategies In all honesty there were times we felt overwhelmed just like buyers trying to justify event
spending to their bosses and sellers trying to justify rate hikes in a market with little loyalty Confucius once said ldquoWhen it is obvious that the goals cannot be reached dont adjust the goals adjust the action stepsrdquo Our goal is to deliver quality content and we will never stop adjusting our ldquoaction stepsrdquo
The production of this edition was a communication challenge in itself with our editorial and production team based in different locations over the past three weeks with the height of production activities peaking around conducting interviews and attending press conferences at AIME tradeshow in Melbourne In mid-February we also attended ibtm arabia in Abu Dhabi where the destination is keen to communicate their unique selling points to the world through our Cover Story
Guest Editor and Head of Brand and Corporate Communications for AIA Singapore Joanna Ong-Ash and El Kwang deliver an article on communication strategies that seek to clarify misconceptions about the power of communication Could this article inspire decision makers to allocate sufficient communication resources to drive strategies that attain returns on investment Truth is communication gets the brand on the forefront of consumers minds Can we afford not having our brands properly communicated
We hope you enjoy this issue as much as we have enjoyed communicating with you
SALES amp MARKETING SINGAPORE OFFICE Michelle Lim michellebizeventsasiacom
Charline Wong charlinebizeventsasiacom
INTERNATIONAL MEDIA REPRESENTATIVES CHINA Mary Yao Email marymhichinacom Tel +86 10 6551 5663 ext 8008
DUBAI Corina DenovEmail corinadenovthemediavantagecomTel +971 4 425 3300 SOUTH KOREA Alexander Paik Email apcommnavercom Tel +82 10 5042 1337
Visit us online for regular updates throughout the month bizeventsasiacom
Privacy Policy Business amp Tourism Publishing Asia is committed to managing your personal information in accordance with the Privacy Act For a copy of our Privacy Policy please go to bizeventsasiacomprivacy
Printed in Singapore by Sunrise Printing amp Supplies Pte LtdReg no 199002858DPPS 1785042013 (022963)MCI (P) 125012016
Our cover image features Qasr Al Sarab Desert Resort by Anantara in Abu Dhabi UAE
Read the Cover Story on ibtm arabia 2016 trade show from page 16
THE
COMMUNICATION
STRATEGIESEDITION
MAR 2016 BIZEVENTSASIACOM
THE PULSE OF ASIA FOR BUSINESS EVENTS
MARCH 2016
Biz Events Asia is the official media partner and member of
THAILAND OFFICEThe Amiris Co Ltd Email sirimatheamiriscomTel +66 81 822 3286
3MAR 2016
2-3 First Wordindd 3 1316 903 pm
4MAR 2016
COVER STORY
16
ibtm arabia trade show turns 10
SINGAPORESingapore International Conference
for Advanced Research in Business
Singapore | March 2016
MALAYSIA27th International Invention Innovation and
Technology Exhibition (ITEX 2016)
Kuala Lumpur Malaysia | May 2016
CHINAInternational Conference on Economics and
Business Management
Macau China | March 2016
1716MAR 2016 MAR 2016
CoverStory
Weaving a deCade of ConneCtionS
WordS gina Sin
Sheikh Zayed Grand Mosque
A wAve of coMpletely new HoSted BuyerS And A new vAlue-driven SHow forMAt Are AttrActinG More BuSineSS event opportunitieS to countrieS Around tHe ArABiAn Gulf tHAn ever Before
ldquowith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
Sallie Coventryportfolio directorreed exhibitions
fro
m t
op t
o B
otto
m
XXXX
XXXX
XXXX
XXXX
X
XXXX
XXXX
XXXX
XXXX
XXX
XXXX
XXXX
XXXX
XXX
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at etihad towers for the 10th anniversary of ibtm arabia from february 9-11 2016 Supported by Abu dhabi tourism and culture Authority Abu dhabi convention Bureau and etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (Mice) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over uSd5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
the ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending the international line-up of exhibitors included those from thailand and Singapore to Japan and ethiopia
the combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 including discovery day a welcome reception and Gala evening ensured valuable touch points for everyone to help make meaningful connections
Pod ShoWdespite an increase in the total number of buyers attending and a number of new exhibitors including fairmont raffles and Swissotel Hotels amp resorts the trade show might have seem sizably smaller than others in reed exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees the focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu pillai exhibition Manager ibtm arabia
According to Sallie coventry portfolio director at reed exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings their pods are being constructed for them they can literally arrive with their collaterals their laptop or ipad and theyrsquore ready to go theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli plail Mice Manager at yas Marina circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoyou actually get to meet people who would really like to meet you and vice versardquo
JAPANInfrastructure Investor Tokyo Forum
Tokyo Japan | April 2016
EDITORIAL ADVISORY BOARD MEMBERS Janet Tan-Collis
President | SACEOS CEO | East West
Planners
Selina ChavryGolbal Managing Director
Pacific World
Damion BreustDirector ndash Head of
Event Marketing Asia Pacific | Barclays
Daniel ChuaManaging Director
AONIA MICE
Andrew Chan
CEO | ACI HR Solutions
THAILANDIMEDIA Agency summit
Phuket Thailand | April 2016
HONG KONGASAE Great Ideas in Association Management
Conference (ASAE Hong Kong)
Hong Kong | April 2016
4-5 Contentsindd 4 1316 903 pm
5MAR 2016
ISSUEMARCH 16
AUSTRALIAThe Digital Government Conference
Canberra Australia | May 2016
32 DelveInto Indonesia Why Bali is still in demand
36 DelveInto Hong Kong Case Studies that showcase talent in
communication strategies
42 Associations PCOA 2015 conference goes to
Adelaide
48 Engage IMEX Frankfurt to bring
more value this year
51 TalentampMentorStories shared by mentors who are
millennials themselves
54 DiningMattersLAVISH redefines catering at its 18th
anniversary gala extravaganza
56 Wired Up Event technologies that improve
engagement
59 Deals
6 SoundBites
10 TakingTheLead
12 FreshIdeas
14 Webspace
20 TheCommunicationStrategiesEdition What makes a good communication strategy and
how is it really important
28 DelveInto Vietnam Event and incentive planners
throughout Vietnam experience Danangrsquos charm
SOUTH KOREA Global Hospitality Tourism Marketing amp Management Conference (GHTMMC)SeoulSouth Korea | July 2016
Deanna VargaAssistant Director
Commercial amp Visitor Services Australian National Maritime
Museum
Sumate SudasnaPresident | Thailand Incentive amp Convention Association (TICA)
MD | CDM Thailand
Ho Yoke PingGeneral Manager Business Events
Malaysia Convention amp Exhibition Bureau
(MyCEB)
Max JantasuwanGroup Managing
Director Events Travel Asia
Daniel AswinCo-founderAbsolutions
Neeta LachmandasExecutive Director
The Institute of Service ExcellenceSingapore Management University
4-5 Contentsindd 5 1316 904 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
5mm
4C x
4C
17 F
eb 201
6
SIT
SIT16_
2299
Clus
ter A
D
Mag
azin
e
210
x 29
7mm
CE
CT
R-
SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Deals
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Tel +65 6377 2888Email salessuntecsingaporecom
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
C
M
Y
CM
MY
CY
CMY
K
BizEventAsia-ENpdf 1 2416 200 PM
1 Venetian Macau Adindd 1 24216 1235 pm
ANIDBN_BizEventsAsia-MICE_210x297_FAp02indd 1 27116 1152 am1 Angsana Bintan Adindd 7 29216 257 pm
2MAR 2016
MANAGING amp EDITORIAL DIRECTOR | PUBLISHER El Kwang elbizeventsasiacom
DIRECTOR Geoff Batt-Rawdengeoffbizeventsasiacom
ASSOCIATE EDITOR Gina Sin ginabizeventsasiacom
GUEST EDITOR Joanna Ong-AshHead of Brand amp Corporate CommunicationsAIA Singapore
CONTRIBUTING EDITOR Sandra Hernandez sandrabizeventsasiacom
Jennifer Salsbury jenniferimc-conventionsolutionscom
DESIGN AND PRODUCTION PIXOfanixpixosolutionscom
OFFICE MANAGERRev Karunakaranrevbizeventsasiacom
EDITORIAL amp DESIGN COORDINATORChua Yi Kiatyikiatbizeventsasiacom
CONTRIBUTORSszligDQLHO$VZLQszligRXLV$OOHQszlig5REampRWWHU
CHINESE CONSULTANT KH Tok
Biz Events Asia is published by Business amp Tourism Publishing Asia Pte Ltd 51A Kreta Ayer Road Singapore 089008 Tel +65 6337 8781 Fax +65 6337 9060 Email hellobizeventsasiacom Website bizeventsasiacom
GINA SIN ASSOCIATE EDITOR
ginabizeventsasiacom
EL KWANG MANAGING amp EDITORIAL DIRECTOR | CO-OWNERelbizeventsasiacom
JOANNA ONG-ASH GUEST EDITOR
joanna-tmong-ashaiacom
2MAR 2016
2-3 First Wordindd 2 1316 902 pm
3MAR 2016
COMMUNICATION MISCONCEPTIONS
We are so excited that this is our first anniversary issue since we rebranded as Biz Events Asia last March and boy did we pull out all cost efficient stops to communicate the new brand to the industry
The journey over the past 12 months has been laced with lots of ups and most certainly some downs When we launched the concept of having different overarching topics for each issue of the magazine last March not many understood our intention then After much communicative efforts we gained enormous support when we ended 2015 with our Sustainability Issue in November ndash a topic close to many ldquogreenrdquo hearts Wersquod also like to take this chance to thank you for voting for the 2016 topics through our survey last year
Our journey took another turn from September 2015 when we introduced the concept of having a different guest editor from the business events industry for each issue of the magazine The Biz Events Asia team continues to communicate the reason behind our decision to those concerned We believe that these chosen guest editors can effectively express challenges hindering the success of the business events industry while crediting the deserving factors that contribute to success at the same time
Communication is a practice that takes patience and strategies In all honesty there were times we felt overwhelmed just like buyers trying to justify event
spending to their bosses and sellers trying to justify rate hikes in a market with little loyalty Confucius once said ldquoWhen it is obvious that the goals cannot be reached dont adjust the goals adjust the action stepsrdquo Our goal is to deliver quality content and we will never stop adjusting our ldquoaction stepsrdquo
The production of this edition was a communication challenge in itself with our editorial and production team based in different locations over the past three weeks with the height of production activities peaking around conducting interviews and attending press conferences at AIME tradeshow in Melbourne In mid-February we also attended ibtm arabia in Abu Dhabi where the destination is keen to communicate their unique selling points to the world through our Cover Story
Guest Editor and Head of Brand and Corporate Communications for AIA Singapore Joanna Ong-Ash and El Kwang deliver an article on communication strategies that seek to clarify misconceptions about the power of communication Could this article inspire decision makers to allocate sufficient communication resources to drive strategies that attain returns on investment Truth is communication gets the brand on the forefront of consumers minds Can we afford not having our brands properly communicated
We hope you enjoy this issue as much as we have enjoyed communicating with you
SALES amp MARKETING SINGAPORE OFFICE Michelle Lim michellebizeventsasiacom
Charline Wong charlinebizeventsasiacom
INTERNATIONAL MEDIA REPRESENTATIVES CHINA Mary Yao Email marymhichinacom Tel +86 10 6551 5663 ext 8008
DUBAI Corina DenovEmail corinadenovthemediavantagecomTel +971 4 425 3300 SOUTH KOREA Alexander Paik Email apcommnavercom Tel +82 10 5042 1337
Visit us online for regular updates throughout the month bizeventsasiacom
Privacy Policy Business amp Tourism Publishing Asia is committed to managing your personal information in accordance with the Privacy Act For a copy of our Privacy Policy please go to bizeventsasiacomprivacy
Printed in Singapore by Sunrise Printing amp Supplies Pte LtdReg no 199002858DPPS 1785042013 (022963)MCI (P) 125012016
Our cover image features Qasr Al Sarab Desert Resort by Anantara in Abu Dhabi UAE
Read the Cover Story on ibtm arabia 2016 trade show from page 16
THE
COMMUNICATION
STRATEGIESEDITION
MAR 2016 BIZEVENTSASIACOM
THE PULSE OF ASIA FOR BUSINESS EVENTS
MARCH 2016
Biz Events Asia is the official media partner and member of
THAILAND OFFICEThe Amiris Co Ltd Email sirimatheamiriscomTel +66 81 822 3286
3MAR 2016
2-3 First Wordindd 3 1316 903 pm
4MAR 2016
COVER STORY
16
ibtm arabia trade show turns 10
SINGAPORESingapore International Conference
for Advanced Research in Business
Singapore | March 2016
MALAYSIA27th International Invention Innovation and
Technology Exhibition (ITEX 2016)
Kuala Lumpur Malaysia | May 2016
CHINAInternational Conference on Economics and
Business Management
Macau China | March 2016
1716MAR 2016 MAR 2016
CoverStory
Weaving a deCade of ConneCtionS
WordS gina Sin
Sheikh Zayed Grand Mosque
A wAve of coMpletely new HoSted BuyerS And A new vAlue-driven SHow forMAt Are AttrActinG More BuSineSS event opportunitieS to countrieS Around tHe ArABiAn Gulf tHAn ever Before
ldquowith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
Sallie Coventryportfolio directorreed exhibitions
fro
m t
op t
o B
otto
m
XXXX
XXXX
XXXX
XXXX
X
XXXX
XXXX
XXXX
XXXX
XXX
XXXX
XXXX
XXXX
XXX
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at etihad towers for the 10th anniversary of ibtm arabia from february 9-11 2016 Supported by Abu dhabi tourism and culture Authority Abu dhabi convention Bureau and etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (Mice) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over uSd5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
the ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending the international line-up of exhibitors included those from thailand and Singapore to Japan and ethiopia
the combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 including discovery day a welcome reception and Gala evening ensured valuable touch points for everyone to help make meaningful connections
Pod ShoWdespite an increase in the total number of buyers attending and a number of new exhibitors including fairmont raffles and Swissotel Hotels amp resorts the trade show might have seem sizably smaller than others in reed exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees the focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu pillai exhibition Manager ibtm arabia
According to Sallie coventry portfolio director at reed exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings their pods are being constructed for them they can literally arrive with their collaterals their laptop or ipad and theyrsquore ready to go theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli plail Mice Manager at yas Marina circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoyou actually get to meet people who would really like to meet you and vice versardquo
JAPANInfrastructure Investor Tokyo Forum
Tokyo Japan | April 2016
EDITORIAL ADVISORY BOARD MEMBERS Janet Tan-Collis
President | SACEOS CEO | East West
Planners
Selina ChavryGolbal Managing Director
Pacific World
Damion BreustDirector ndash Head of
Event Marketing Asia Pacific | Barclays
Daniel ChuaManaging Director
AONIA MICE
Andrew Chan
CEO | ACI HR Solutions
THAILANDIMEDIA Agency summit
Phuket Thailand | April 2016
HONG KONGASAE Great Ideas in Association Management
Conference (ASAE Hong Kong)
Hong Kong | April 2016
4-5 Contentsindd 4 1316 903 pm
5MAR 2016
ISSUEMARCH 16
AUSTRALIAThe Digital Government Conference
Canberra Australia | May 2016
32 DelveInto Indonesia Why Bali is still in demand
36 DelveInto Hong Kong Case Studies that showcase talent in
communication strategies
42 Associations PCOA 2015 conference goes to
Adelaide
48 Engage IMEX Frankfurt to bring
more value this year
51 TalentampMentorStories shared by mentors who are
millennials themselves
54 DiningMattersLAVISH redefines catering at its 18th
anniversary gala extravaganza
56 Wired Up Event technologies that improve
engagement
59 Deals
6 SoundBites
10 TakingTheLead
12 FreshIdeas
14 Webspace
20 TheCommunicationStrategiesEdition What makes a good communication strategy and
how is it really important
28 DelveInto Vietnam Event and incentive planners
throughout Vietnam experience Danangrsquos charm
SOUTH KOREA Global Hospitality Tourism Marketing amp Management Conference (GHTMMC)SeoulSouth Korea | July 2016
Deanna VargaAssistant Director
Commercial amp Visitor Services Australian National Maritime
Museum
Sumate SudasnaPresident | Thailand Incentive amp Convention Association (TICA)
MD | CDM Thailand
Ho Yoke PingGeneral Manager Business Events
Malaysia Convention amp Exhibition Bureau
(MyCEB)
Max JantasuwanGroup Managing
Director Events Travel Asia
Daniel AswinCo-founderAbsolutions
Neeta LachmandasExecutive Director
The Institute of Service ExcellenceSingapore Management University
4-5 Contentsindd 5 1316 904 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
5mm
4C x
4C
17 F
eb 201
6
SIT
SIT16_
2299
Clus
ter A
D
Mag
azin
e
210
x 29
7mm
CE
CT
R-
SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
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Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
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ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
ANIDBN_BizEventsAsia-MICE_210x297_FAp02indd 1 27116 1152 am1 Angsana Bintan Adindd 7 29216 257 pm
2MAR 2016
MANAGING amp EDITORIAL DIRECTOR | PUBLISHER El Kwang elbizeventsasiacom
DIRECTOR Geoff Batt-Rawdengeoffbizeventsasiacom
ASSOCIATE EDITOR Gina Sin ginabizeventsasiacom
GUEST EDITOR Joanna Ong-AshHead of Brand amp Corporate CommunicationsAIA Singapore
CONTRIBUTING EDITOR Sandra Hernandez sandrabizeventsasiacom
Jennifer Salsbury jenniferimc-conventionsolutionscom
DESIGN AND PRODUCTION PIXOfanixpixosolutionscom
OFFICE MANAGERRev Karunakaranrevbizeventsasiacom
EDITORIAL amp DESIGN COORDINATORChua Yi Kiatyikiatbizeventsasiacom
CONTRIBUTORSszligDQLHO$VZLQszligRXLV$OOHQszlig5REampRWWHU
CHINESE CONSULTANT KH Tok
Biz Events Asia is published by Business amp Tourism Publishing Asia Pte Ltd 51A Kreta Ayer Road Singapore 089008 Tel +65 6337 8781 Fax +65 6337 9060 Email hellobizeventsasiacom Website bizeventsasiacom
GINA SIN ASSOCIATE EDITOR
ginabizeventsasiacom
EL KWANG MANAGING amp EDITORIAL DIRECTOR | CO-OWNERelbizeventsasiacom
JOANNA ONG-ASH GUEST EDITOR
joanna-tmong-ashaiacom
2MAR 2016
2-3 First Wordindd 2 1316 902 pm
3MAR 2016
COMMUNICATION MISCONCEPTIONS
We are so excited that this is our first anniversary issue since we rebranded as Biz Events Asia last March and boy did we pull out all cost efficient stops to communicate the new brand to the industry
The journey over the past 12 months has been laced with lots of ups and most certainly some downs When we launched the concept of having different overarching topics for each issue of the magazine last March not many understood our intention then After much communicative efforts we gained enormous support when we ended 2015 with our Sustainability Issue in November ndash a topic close to many ldquogreenrdquo hearts Wersquod also like to take this chance to thank you for voting for the 2016 topics through our survey last year
Our journey took another turn from September 2015 when we introduced the concept of having a different guest editor from the business events industry for each issue of the magazine The Biz Events Asia team continues to communicate the reason behind our decision to those concerned We believe that these chosen guest editors can effectively express challenges hindering the success of the business events industry while crediting the deserving factors that contribute to success at the same time
Communication is a practice that takes patience and strategies In all honesty there were times we felt overwhelmed just like buyers trying to justify event
spending to their bosses and sellers trying to justify rate hikes in a market with little loyalty Confucius once said ldquoWhen it is obvious that the goals cannot be reached dont adjust the goals adjust the action stepsrdquo Our goal is to deliver quality content and we will never stop adjusting our ldquoaction stepsrdquo
The production of this edition was a communication challenge in itself with our editorial and production team based in different locations over the past three weeks with the height of production activities peaking around conducting interviews and attending press conferences at AIME tradeshow in Melbourne In mid-February we also attended ibtm arabia in Abu Dhabi where the destination is keen to communicate their unique selling points to the world through our Cover Story
Guest Editor and Head of Brand and Corporate Communications for AIA Singapore Joanna Ong-Ash and El Kwang deliver an article on communication strategies that seek to clarify misconceptions about the power of communication Could this article inspire decision makers to allocate sufficient communication resources to drive strategies that attain returns on investment Truth is communication gets the brand on the forefront of consumers minds Can we afford not having our brands properly communicated
We hope you enjoy this issue as much as we have enjoyed communicating with you
SALES amp MARKETING SINGAPORE OFFICE Michelle Lim michellebizeventsasiacom
Charline Wong charlinebizeventsasiacom
INTERNATIONAL MEDIA REPRESENTATIVES CHINA Mary Yao Email marymhichinacom Tel +86 10 6551 5663 ext 8008
DUBAI Corina DenovEmail corinadenovthemediavantagecomTel +971 4 425 3300 SOUTH KOREA Alexander Paik Email apcommnavercom Tel +82 10 5042 1337
Visit us online for regular updates throughout the month bizeventsasiacom
Privacy Policy Business amp Tourism Publishing Asia is committed to managing your personal information in accordance with the Privacy Act For a copy of our Privacy Policy please go to bizeventsasiacomprivacy
Printed in Singapore by Sunrise Printing amp Supplies Pte LtdReg no 199002858DPPS 1785042013 (022963)MCI (P) 125012016
Our cover image features Qasr Al Sarab Desert Resort by Anantara in Abu Dhabi UAE
Read the Cover Story on ibtm arabia 2016 trade show from page 16
THE
COMMUNICATION
STRATEGIESEDITION
MAR 2016 BIZEVENTSASIACOM
THE PULSE OF ASIA FOR BUSINESS EVENTS
MARCH 2016
Biz Events Asia is the official media partner and member of
THAILAND OFFICEThe Amiris Co Ltd Email sirimatheamiriscomTel +66 81 822 3286
3MAR 2016
2-3 First Wordindd 3 1316 903 pm
4MAR 2016
COVER STORY
16
ibtm arabia trade show turns 10
SINGAPORESingapore International Conference
for Advanced Research in Business
Singapore | March 2016
MALAYSIA27th International Invention Innovation and
Technology Exhibition (ITEX 2016)
Kuala Lumpur Malaysia | May 2016
CHINAInternational Conference on Economics and
Business Management
Macau China | March 2016
1716MAR 2016 MAR 2016
CoverStory
Weaving a deCade of ConneCtionS
WordS gina Sin
Sheikh Zayed Grand Mosque
A wAve of coMpletely new HoSted BuyerS And A new vAlue-driven SHow forMAt Are AttrActinG More BuSineSS event opportunitieS to countrieS Around tHe ArABiAn Gulf tHAn ever Before
ldquowith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
Sallie Coventryportfolio directorreed exhibitions
fro
m t
op t
o B
otto
m
XXXX
XXXX
XXXX
XXXX
X
XXXX
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Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at etihad towers for the 10th anniversary of ibtm arabia from february 9-11 2016 Supported by Abu dhabi tourism and culture Authority Abu dhabi convention Bureau and etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (Mice) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over uSd5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
the ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending the international line-up of exhibitors included those from thailand and Singapore to Japan and ethiopia
the combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 including discovery day a welcome reception and Gala evening ensured valuable touch points for everyone to help make meaningful connections
Pod ShoWdespite an increase in the total number of buyers attending and a number of new exhibitors including fairmont raffles and Swissotel Hotels amp resorts the trade show might have seem sizably smaller than others in reed exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees the focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu pillai exhibition Manager ibtm arabia
According to Sallie coventry portfolio director at reed exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings their pods are being constructed for them they can literally arrive with their collaterals their laptop or ipad and theyrsquore ready to go theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli plail Mice Manager at yas Marina circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoyou actually get to meet people who would really like to meet you and vice versardquo
JAPANInfrastructure Investor Tokyo Forum
Tokyo Japan | April 2016
EDITORIAL ADVISORY BOARD MEMBERS Janet Tan-Collis
President | SACEOS CEO | East West
Planners
Selina ChavryGolbal Managing Director
Pacific World
Damion BreustDirector ndash Head of
Event Marketing Asia Pacific | Barclays
Daniel ChuaManaging Director
AONIA MICE
Andrew Chan
CEO | ACI HR Solutions
THAILANDIMEDIA Agency summit
Phuket Thailand | April 2016
HONG KONGASAE Great Ideas in Association Management
Conference (ASAE Hong Kong)
Hong Kong | April 2016
4-5 Contentsindd 4 1316 903 pm
5MAR 2016
ISSUEMARCH 16
AUSTRALIAThe Digital Government Conference
Canberra Australia | May 2016
32 DelveInto Indonesia Why Bali is still in demand
36 DelveInto Hong Kong Case Studies that showcase talent in
communication strategies
42 Associations PCOA 2015 conference goes to
Adelaide
48 Engage IMEX Frankfurt to bring
more value this year
51 TalentampMentorStories shared by mentors who are
millennials themselves
54 DiningMattersLAVISH redefines catering at its 18th
anniversary gala extravaganza
56 Wired Up Event technologies that improve
engagement
59 Deals
6 SoundBites
10 TakingTheLead
12 FreshIdeas
14 Webspace
20 TheCommunicationStrategiesEdition What makes a good communication strategy and
how is it really important
28 DelveInto Vietnam Event and incentive planners
throughout Vietnam experience Danangrsquos charm
SOUTH KOREA Global Hospitality Tourism Marketing amp Management Conference (GHTMMC)SeoulSouth Korea | July 2016
Deanna VargaAssistant Director
Commercial amp Visitor Services Australian National Maritime
Museum
Sumate SudasnaPresident | Thailand Incentive amp Convention Association (TICA)
MD | CDM Thailand
Ho Yoke PingGeneral Manager Business Events
Malaysia Convention amp Exhibition Bureau
(MyCEB)
Max JantasuwanGroup Managing
Director Events Travel Asia
Daniel AswinCo-founderAbsolutions
Neeta LachmandasExecutive Director
The Institute of Service ExcellenceSingapore Management University
4-5 Contentsindd 5 1316 904 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
5mm
4C x
4C
17 F
eb 201
6
SIT
SIT16_
2299
Clus
ter A
D
Mag
azin
e
210
x 29
7mm
CE
CT
R-
SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Tel +65 6377 2888Email salessuntecsingaporecom
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for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
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ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
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௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
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ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
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s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
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ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
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60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
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ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ȱĈŪ
ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
ŭʃ
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
2MAR 2016
MANAGING amp EDITORIAL DIRECTOR | PUBLISHER El Kwang elbizeventsasiacom
DIRECTOR Geoff Batt-Rawdengeoffbizeventsasiacom
ASSOCIATE EDITOR Gina Sin ginabizeventsasiacom
GUEST EDITOR Joanna Ong-AshHead of Brand amp Corporate CommunicationsAIA Singapore
CONTRIBUTING EDITOR Sandra Hernandez sandrabizeventsasiacom
Jennifer Salsbury jenniferimc-conventionsolutionscom
DESIGN AND PRODUCTION PIXOfanixpixosolutionscom
OFFICE MANAGERRev Karunakaranrevbizeventsasiacom
EDITORIAL amp DESIGN COORDINATORChua Yi Kiatyikiatbizeventsasiacom
CONTRIBUTORSszligDQLHO$VZLQszligRXLV$OOHQszlig5REampRWWHU
CHINESE CONSULTANT KH Tok
Biz Events Asia is published by Business amp Tourism Publishing Asia Pte Ltd 51A Kreta Ayer Road Singapore 089008 Tel +65 6337 8781 Fax +65 6337 9060 Email hellobizeventsasiacom Website bizeventsasiacom
GINA SIN ASSOCIATE EDITOR
ginabizeventsasiacom
EL KWANG MANAGING amp EDITORIAL DIRECTOR | CO-OWNERelbizeventsasiacom
JOANNA ONG-ASH GUEST EDITOR
joanna-tmong-ashaiacom
2MAR 2016
2-3 First Wordindd 2 1316 902 pm
3MAR 2016
COMMUNICATION MISCONCEPTIONS
We are so excited that this is our first anniversary issue since we rebranded as Biz Events Asia last March and boy did we pull out all cost efficient stops to communicate the new brand to the industry
The journey over the past 12 months has been laced with lots of ups and most certainly some downs When we launched the concept of having different overarching topics for each issue of the magazine last March not many understood our intention then After much communicative efforts we gained enormous support when we ended 2015 with our Sustainability Issue in November ndash a topic close to many ldquogreenrdquo hearts Wersquod also like to take this chance to thank you for voting for the 2016 topics through our survey last year
Our journey took another turn from September 2015 when we introduced the concept of having a different guest editor from the business events industry for each issue of the magazine The Biz Events Asia team continues to communicate the reason behind our decision to those concerned We believe that these chosen guest editors can effectively express challenges hindering the success of the business events industry while crediting the deserving factors that contribute to success at the same time
Communication is a practice that takes patience and strategies In all honesty there were times we felt overwhelmed just like buyers trying to justify event
spending to their bosses and sellers trying to justify rate hikes in a market with little loyalty Confucius once said ldquoWhen it is obvious that the goals cannot be reached dont adjust the goals adjust the action stepsrdquo Our goal is to deliver quality content and we will never stop adjusting our ldquoaction stepsrdquo
The production of this edition was a communication challenge in itself with our editorial and production team based in different locations over the past three weeks with the height of production activities peaking around conducting interviews and attending press conferences at AIME tradeshow in Melbourne In mid-February we also attended ibtm arabia in Abu Dhabi where the destination is keen to communicate their unique selling points to the world through our Cover Story
Guest Editor and Head of Brand and Corporate Communications for AIA Singapore Joanna Ong-Ash and El Kwang deliver an article on communication strategies that seek to clarify misconceptions about the power of communication Could this article inspire decision makers to allocate sufficient communication resources to drive strategies that attain returns on investment Truth is communication gets the brand on the forefront of consumers minds Can we afford not having our brands properly communicated
We hope you enjoy this issue as much as we have enjoyed communicating with you
SALES amp MARKETING SINGAPORE OFFICE Michelle Lim michellebizeventsasiacom
Charline Wong charlinebizeventsasiacom
INTERNATIONAL MEDIA REPRESENTATIVES CHINA Mary Yao Email marymhichinacom Tel +86 10 6551 5663 ext 8008
DUBAI Corina DenovEmail corinadenovthemediavantagecomTel +971 4 425 3300 SOUTH KOREA Alexander Paik Email apcommnavercom Tel +82 10 5042 1337
Visit us online for regular updates throughout the month bizeventsasiacom
Privacy Policy Business amp Tourism Publishing Asia is committed to managing your personal information in accordance with the Privacy Act For a copy of our Privacy Policy please go to bizeventsasiacomprivacy
Printed in Singapore by Sunrise Printing amp Supplies Pte LtdReg no 199002858DPPS 1785042013 (022963)MCI (P) 125012016
Our cover image features Qasr Al Sarab Desert Resort by Anantara in Abu Dhabi UAE
Read the Cover Story on ibtm arabia 2016 trade show from page 16
THE
COMMUNICATION
STRATEGIESEDITION
MAR 2016 BIZEVENTSASIACOM
THE PULSE OF ASIA FOR BUSINESS EVENTS
MARCH 2016
Biz Events Asia is the official media partner and member of
THAILAND OFFICEThe Amiris Co Ltd Email sirimatheamiriscomTel +66 81 822 3286
3MAR 2016
2-3 First Wordindd 3 1316 903 pm
4MAR 2016
COVER STORY
16
ibtm arabia trade show turns 10
SINGAPORESingapore International Conference
for Advanced Research in Business
Singapore | March 2016
MALAYSIA27th International Invention Innovation and
Technology Exhibition (ITEX 2016)
Kuala Lumpur Malaysia | May 2016
CHINAInternational Conference on Economics and
Business Management
Macau China | March 2016
1716MAR 2016 MAR 2016
CoverStory
Weaving a deCade of ConneCtionS
WordS gina Sin
Sheikh Zayed Grand Mosque
A wAve of coMpletely new HoSted BuyerS And A new vAlue-driven SHow forMAt Are AttrActinG More BuSineSS event opportunitieS to countrieS Around tHe ArABiAn Gulf tHAn ever Before
ldquowith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
Sallie Coventryportfolio directorreed exhibitions
fro
m t
op t
o B
otto
m
XXXX
XXXX
XXXX
XXXX
X
XXXX
XXXX
XXXX
XXXX
XXX
XXXX
XXXX
XXXX
XXX
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at etihad towers for the 10th anniversary of ibtm arabia from february 9-11 2016 Supported by Abu dhabi tourism and culture Authority Abu dhabi convention Bureau and etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (Mice) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over uSd5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
the ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending the international line-up of exhibitors included those from thailand and Singapore to Japan and ethiopia
the combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 including discovery day a welcome reception and Gala evening ensured valuable touch points for everyone to help make meaningful connections
Pod ShoWdespite an increase in the total number of buyers attending and a number of new exhibitors including fairmont raffles and Swissotel Hotels amp resorts the trade show might have seem sizably smaller than others in reed exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees the focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu pillai exhibition Manager ibtm arabia
According to Sallie coventry portfolio director at reed exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings their pods are being constructed for them they can literally arrive with their collaterals their laptop or ipad and theyrsquore ready to go theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli plail Mice Manager at yas Marina circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoyou actually get to meet people who would really like to meet you and vice versardquo
JAPANInfrastructure Investor Tokyo Forum
Tokyo Japan | April 2016
EDITORIAL ADVISORY BOARD MEMBERS Janet Tan-Collis
President | SACEOS CEO | East West
Planners
Selina ChavryGolbal Managing Director
Pacific World
Damion BreustDirector ndash Head of
Event Marketing Asia Pacific | Barclays
Daniel ChuaManaging Director
AONIA MICE
Andrew Chan
CEO | ACI HR Solutions
THAILANDIMEDIA Agency summit
Phuket Thailand | April 2016
HONG KONGASAE Great Ideas in Association Management
Conference (ASAE Hong Kong)
Hong Kong | April 2016
4-5 Contentsindd 4 1316 903 pm
5MAR 2016
ISSUEMARCH 16
AUSTRALIAThe Digital Government Conference
Canberra Australia | May 2016
32 DelveInto Indonesia Why Bali is still in demand
36 DelveInto Hong Kong Case Studies that showcase talent in
communication strategies
42 Associations PCOA 2015 conference goes to
Adelaide
48 Engage IMEX Frankfurt to bring
more value this year
51 TalentampMentorStories shared by mentors who are
millennials themselves
54 DiningMattersLAVISH redefines catering at its 18th
anniversary gala extravaganza
56 Wired Up Event technologies that improve
engagement
59 Deals
6 SoundBites
10 TakingTheLead
12 FreshIdeas
14 Webspace
20 TheCommunicationStrategiesEdition What makes a good communication strategy and
how is it really important
28 DelveInto Vietnam Event and incentive planners
throughout Vietnam experience Danangrsquos charm
SOUTH KOREA Global Hospitality Tourism Marketing amp Management Conference (GHTMMC)SeoulSouth Korea | July 2016
Deanna VargaAssistant Director
Commercial amp Visitor Services Australian National Maritime
Museum
Sumate SudasnaPresident | Thailand Incentive amp Convention Association (TICA)
MD | CDM Thailand
Ho Yoke PingGeneral Manager Business Events
Malaysia Convention amp Exhibition Bureau
(MyCEB)
Max JantasuwanGroup Managing
Director Events Travel Asia
Daniel AswinCo-founderAbsolutions
Neeta LachmandasExecutive Director
The Institute of Service ExcellenceSingapore Management University
4-5 Contentsindd 5 1316 904 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
5mm
4C x
4C
17 F
eb 201
6
SIT
SIT16_
2299
Clus
ter A
D
Mag
azin
e
210
x 29
7mm
CE
CT
R-
SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
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ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
3MAR 2016
COMMUNICATION MISCONCEPTIONS
We are so excited that this is our first anniversary issue since we rebranded as Biz Events Asia last March and boy did we pull out all cost efficient stops to communicate the new brand to the industry
The journey over the past 12 months has been laced with lots of ups and most certainly some downs When we launched the concept of having different overarching topics for each issue of the magazine last March not many understood our intention then After much communicative efforts we gained enormous support when we ended 2015 with our Sustainability Issue in November ndash a topic close to many ldquogreenrdquo hearts Wersquod also like to take this chance to thank you for voting for the 2016 topics through our survey last year
Our journey took another turn from September 2015 when we introduced the concept of having a different guest editor from the business events industry for each issue of the magazine The Biz Events Asia team continues to communicate the reason behind our decision to those concerned We believe that these chosen guest editors can effectively express challenges hindering the success of the business events industry while crediting the deserving factors that contribute to success at the same time
Communication is a practice that takes patience and strategies In all honesty there were times we felt overwhelmed just like buyers trying to justify event
spending to their bosses and sellers trying to justify rate hikes in a market with little loyalty Confucius once said ldquoWhen it is obvious that the goals cannot be reached dont adjust the goals adjust the action stepsrdquo Our goal is to deliver quality content and we will never stop adjusting our ldquoaction stepsrdquo
The production of this edition was a communication challenge in itself with our editorial and production team based in different locations over the past three weeks with the height of production activities peaking around conducting interviews and attending press conferences at AIME tradeshow in Melbourne In mid-February we also attended ibtm arabia in Abu Dhabi where the destination is keen to communicate their unique selling points to the world through our Cover Story
Guest Editor and Head of Brand and Corporate Communications for AIA Singapore Joanna Ong-Ash and El Kwang deliver an article on communication strategies that seek to clarify misconceptions about the power of communication Could this article inspire decision makers to allocate sufficient communication resources to drive strategies that attain returns on investment Truth is communication gets the brand on the forefront of consumers minds Can we afford not having our brands properly communicated
We hope you enjoy this issue as much as we have enjoyed communicating with you
SALES amp MARKETING SINGAPORE OFFICE Michelle Lim michellebizeventsasiacom
Charline Wong charlinebizeventsasiacom
INTERNATIONAL MEDIA REPRESENTATIVES CHINA Mary Yao Email marymhichinacom Tel +86 10 6551 5663 ext 8008
DUBAI Corina DenovEmail corinadenovthemediavantagecomTel +971 4 425 3300 SOUTH KOREA Alexander Paik Email apcommnavercom Tel +82 10 5042 1337
Visit us online for regular updates throughout the month bizeventsasiacom
Privacy Policy Business amp Tourism Publishing Asia is committed to managing your personal information in accordance with the Privacy Act For a copy of our Privacy Policy please go to bizeventsasiacomprivacy
Printed in Singapore by Sunrise Printing amp Supplies Pte LtdReg no 199002858DPPS 1785042013 (022963)MCI (P) 125012016
Our cover image features Qasr Al Sarab Desert Resort by Anantara in Abu Dhabi UAE
Read the Cover Story on ibtm arabia 2016 trade show from page 16
THE
COMMUNICATION
STRATEGIESEDITION
MAR 2016 BIZEVENTSASIACOM
THE PULSE OF ASIA FOR BUSINESS EVENTS
MARCH 2016
Biz Events Asia is the official media partner and member of
THAILAND OFFICEThe Amiris Co Ltd Email sirimatheamiriscomTel +66 81 822 3286
3MAR 2016
2-3 First Wordindd 3 1316 903 pm
4MAR 2016
COVER STORY
16
ibtm arabia trade show turns 10
SINGAPORESingapore International Conference
for Advanced Research in Business
Singapore | March 2016
MALAYSIA27th International Invention Innovation and
Technology Exhibition (ITEX 2016)
Kuala Lumpur Malaysia | May 2016
CHINAInternational Conference on Economics and
Business Management
Macau China | March 2016
1716MAR 2016 MAR 2016
CoverStory
Weaving a deCade of ConneCtionS
WordS gina Sin
Sheikh Zayed Grand Mosque
A wAve of coMpletely new HoSted BuyerS And A new vAlue-driven SHow forMAt Are AttrActinG More BuSineSS event opportunitieS to countrieS Around tHe ArABiAn Gulf tHAn ever Before
ldquowith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
Sallie Coventryportfolio directorreed exhibitions
fro
m t
op t
o B
otto
m
XXXX
XXXX
XXXX
XXXX
X
XXXX
XXXX
XXXX
XXXX
XXX
XXXX
XXXX
XXXX
XXX
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at etihad towers for the 10th anniversary of ibtm arabia from february 9-11 2016 Supported by Abu dhabi tourism and culture Authority Abu dhabi convention Bureau and etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (Mice) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over uSd5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
the ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending the international line-up of exhibitors included those from thailand and Singapore to Japan and ethiopia
the combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 including discovery day a welcome reception and Gala evening ensured valuable touch points for everyone to help make meaningful connections
Pod ShoWdespite an increase in the total number of buyers attending and a number of new exhibitors including fairmont raffles and Swissotel Hotels amp resorts the trade show might have seem sizably smaller than others in reed exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees the focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu pillai exhibition Manager ibtm arabia
According to Sallie coventry portfolio director at reed exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings their pods are being constructed for them they can literally arrive with their collaterals their laptop or ipad and theyrsquore ready to go theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli plail Mice Manager at yas Marina circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoyou actually get to meet people who would really like to meet you and vice versardquo
JAPANInfrastructure Investor Tokyo Forum
Tokyo Japan | April 2016
EDITORIAL ADVISORY BOARD MEMBERS Janet Tan-Collis
President | SACEOS CEO | East West
Planners
Selina ChavryGolbal Managing Director
Pacific World
Damion BreustDirector ndash Head of
Event Marketing Asia Pacific | Barclays
Daniel ChuaManaging Director
AONIA MICE
Andrew Chan
CEO | ACI HR Solutions
THAILANDIMEDIA Agency summit
Phuket Thailand | April 2016
HONG KONGASAE Great Ideas in Association Management
Conference (ASAE Hong Kong)
Hong Kong | April 2016
4-5 Contentsindd 4 1316 903 pm
5MAR 2016
ISSUEMARCH 16
AUSTRALIAThe Digital Government Conference
Canberra Australia | May 2016
32 DelveInto Indonesia Why Bali is still in demand
36 DelveInto Hong Kong Case Studies that showcase talent in
communication strategies
42 Associations PCOA 2015 conference goes to
Adelaide
48 Engage IMEX Frankfurt to bring
more value this year
51 TalentampMentorStories shared by mentors who are
millennials themselves
54 DiningMattersLAVISH redefines catering at its 18th
anniversary gala extravaganza
56 Wired Up Event technologies that improve
engagement
59 Deals
6 SoundBites
10 TakingTheLead
12 FreshIdeas
14 Webspace
20 TheCommunicationStrategiesEdition What makes a good communication strategy and
how is it really important
28 DelveInto Vietnam Event and incentive planners
throughout Vietnam experience Danangrsquos charm
SOUTH KOREA Global Hospitality Tourism Marketing amp Management Conference (GHTMMC)SeoulSouth Korea | July 2016
Deanna VargaAssistant Director
Commercial amp Visitor Services Australian National Maritime
Museum
Sumate SudasnaPresident | Thailand Incentive amp Convention Association (TICA)
MD | CDM Thailand
Ho Yoke PingGeneral Manager Business Events
Malaysia Convention amp Exhibition Bureau
(MyCEB)
Max JantasuwanGroup Managing
Director Events Travel Asia
Daniel AswinCo-founderAbsolutions
Neeta LachmandasExecutive Director
The Institute of Service ExcellenceSingapore Management University
4-5 Contentsindd 5 1316 904 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
5mm
4C x
4C
17 F
eb 201
6
SIT
SIT16_
2299
Clus
ter A
D
Mag
azin
e
210
x 29
7mm
CE
CT
R-
SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
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ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
4MAR 2016
COVER STORY
16
ibtm arabia trade show turns 10
SINGAPORESingapore International Conference
for Advanced Research in Business
Singapore | March 2016
MALAYSIA27th International Invention Innovation and
Technology Exhibition (ITEX 2016)
Kuala Lumpur Malaysia | May 2016
CHINAInternational Conference on Economics and
Business Management
Macau China | March 2016
1716MAR 2016 MAR 2016
CoverStory
Weaving a deCade of ConneCtionS
WordS gina Sin
Sheikh Zayed Grand Mosque
A wAve of coMpletely new HoSted BuyerS And A new vAlue-driven SHow forMAt Are AttrActinG More BuSineSS event opportunitieS to countrieS Around tHe ArABiAn Gulf tHAn ever Before
ldquowith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
Sallie Coventryportfolio directorreed exhibitions
fro
m t
op t
o B
otto
m
XXXX
XXXX
XXXX
XXXX
X
XXXX
XXXX
XXXX
XXXX
XXX
XXXX
XXXX
XXXX
XXX
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at etihad towers for the 10th anniversary of ibtm arabia from february 9-11 2016 Supported by Abu dhabi tourism and culture Authority Abu dhabi convention Bureau and etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (Mice) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over uSd5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
the ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending the international line-up of exhibitors included those from thailand and Singapore to Japan and ethiopia
the combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 including discovery day a welcome reception and Gala evening ensured valuable touch points for everyone to help make meaningful connections
Pod ShoWdespite an increase in the total number of buyers attending and a number of new exhibitors including fairmont raffles and Swissotel Hotels amp resorts the trade show might have seem sizably smaller than others in reed exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees the focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu pillai exhibition Manager ibtm arabia
According to Sallie coventry portfolio director at reed exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings their pods are being constructed for them they can literally arrive with their collaterals their laptop or ipad and theyrsquore ready to go theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli plail Mice Manager at yas Marina circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoyou actually get to meet people who would really like to meet you and vice versardquo
JAPANInfrastructure Investor Tokyo Forum
Tokyo Japan | April 2016
EDITORIAL ADVISORY BOARD MEMBERS Janet Tan-Collis
President | SACEOS CEO | East West
Planners
Selina ChavryGolbal Managing Director
Pacific World
Damion BreustDirector ndash Head of
Event Marketing Asia Pacific | Barclays
Daniel ChuaManaging Director
AONIA MICE
Andrew Chan
CEO | ACI HR Solutions
THAILANDIMEDIA Agency summit
Phuket Thailand | April 2016
HONG KONGASAE Great Ideas in Association Management
Conference (ASAE Hong Kong)
Hong Kong | April 2016
4-5 Contentsindd 4 1316 903 pm
5MAR 2016
ISSUEMARCH 16
AUSTRALIAThe Digital Government Conference
Canberra Australia | May 2016
32 DelveInto Indonesia Why Bali is still in demand
36 DelveInto Hong Kong Case Studies that showcase talent in
communication strategies
42 Associations PCOA 2015 conference goes to
Adelaide
48 Engage IMEX Frankfurt to bring
more value this year
51 TalentampMentorStories shared by mentors who are
millennials themselves
54 DiningMattersLAVISH redefines catering at its 18th
anniversary gala extravaganza
56 Wired Up Event technologies that improve
engagement
59 Deals
6 SoundBites
10 TakingTheLead
12 FreshIdeas
14 Webspace
20 TheCommunicationStrategiesEdition What makes a good communication strategy and
how is it really important
28 DelveInto Vietnam Event and incentive planners
throughout Vietnam experience Danangrsquos charm
SOUTH KOREA Global Hospitality Tourism Marketing amp Management Conference (GHTMMC)SeoulSouth Korea | July 2016
Deanna VargaAssistant Director
Commercial amp Visitor Services Australian National Maritime
Museum
Sumate SudasnaPresident | Thailand Incentive amp Convention Association (TICA)
MD | CDM Thailand
Ho Yoke PingGeneral Manager Business Events
Malaysia Convention amp Exhibition Bureau
(MyCEB)
Max JantasuwanGroup Managing
Director Events Travel Asia
Daniel AswinCo-founderAbsolutions
Neeta LachmandasExecutive Director
The Institute of Service ExcellenceSingapore Management University
4-5 Contentsindd 5 1316 904 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
5mm
4C x
4C
17 F
eb 201
6
SIT
SIT16_
2299
Clus
ter A
D
Mag
azin
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210
x 29
7mm
CE
CT
R-
SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
in a deluxe room two-way ferry service and more Book 10 rooms based on
twin sharing by April 30 2016
Tel +65 67502280Email jaclyntanbintanlagooncom
Website wwwbintanlagooncom
Suntec Convention and Exhibition CentreSingapore
SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
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ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
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ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
5MAR 2016
ISSUEMARCH 16
AUSTRALIAThe Digital Government Conference
Canberra Australia | May 2016
32 DelveInto Indonesia Why Bali is still in demand
36 DelveInto Hong Kong Case Studies that showcase talent in
communication strategies
42 Associations PCOA 2015 conference goes to
Adelaide
48 Engage IMEX Frankfurt to bring
more value this year
51 TalentampMentorStories shared by mentors who are
millennials themselves
54 DiningMattersLAVISH redefines catering at its 18th
anniversary gala extravaganza
56 Wired Up Event technologies that improve
engagement
59 Deals
6 SoundBites
10 TakingTheLead
12 FreshIdeas
14 Webspace
20 TheCommunicationStrategiesEdition What makes a good communication strategy and
how is it really important
28 DelveInto Vietnam Event and incentive planners
throughout Vietnam experience Danangrsquos charm
SOUTH KOREA Global Hospitality Tourism Marketing amp Management Conference (GHTMMC)SeoulSouth Korea | July 2016
Deanna VargaAssistant Director
Commercial amp Visitor Services Australian National Maritime
Museum
Sumate SudasnaPresident | Thailand Incentive amp Convention Association (TICA)
MD | CDM Thailand
Ho Yoke PingGeneral Manager Business Events
Malaysia Convention amp Exhibition Bureau
(MyCEB)
Max JantasuwanGroup Managing
Director Events Travel Asia
Daniel AswinCo-founderAbsolutions
Neeta LachmandasExecutive Director
The Institute of Service ExcellenceSingapore Management University
4-5 Contentsindd 5 1316 904 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
5mm
4C x
4C
17 F
eb 201
6
SIT
SIT16_
2299
Clus
ter A
D
Mag
azin
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210
x 29
7mm
CE
CT
R-
SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
in a deluxe room two-way ferry service and more Book 10 rooms based on
twin sharing by April 30 2016
Tel +65 67502280Email jaclyntanbintanlagooncom
Website wwwbintanlagooncom
Suntec Convention and Exhibition CentreSingapore
SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
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āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
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BIZEVENTSASIACOM2016ŭ3ʃ
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
6MAR 2016
GLOBALInterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia Middle East and Africa Club InterContinental presents a modern take on the Golden Age of Travel from the time they make a booking until they depart for the next destination Guests will enjoy exclusive privileges and a bespoke experience which promises meaningful experiences
that truly matter regardless of whether guests are travelling for business or leisure
ASIA PACIFICSheraton Hotels amp Resorts has announced accelerated growth plans for Asia Pacific continuing its sharp focus on Sheraton 2020 a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight Following the most recent designation of Sheraton Grand Macao Cotai Central three properties will be welcomed to the premier tier Sheraton Grand Shanghai Pudong Hotels amp Residences Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017 supporting the brandrsquos Sheraton 2020 goal of adding 150 new hotels by 2020
AUSTRALIATeam cooking event company Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne The rebrand comes after Leona Watson Managing Director recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes In addition Cheeky Food Events has restructured their product offering into eight effective Event Options including Team Development Cheeky Big Events and Cheeky Conferences Each Event Option is full scalable for groups from seven to more than 700 people
68 Sound Bitesindd 6 1316 904 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
M Y KCU02_0719 NJ0557 170216
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4C
17 F
eb 201
6
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2299
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ter A
D
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210
x 29
7mm
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SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
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āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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BIZEVENTSASIACOM2016ŭ3ʃ
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
45˚ 45˚ 45˚ 45˚150C78A3 none 45˚none
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4C
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SIT16_
2299
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SIT16_2299 DSB cluster Print AD_A4OL_c1ai 1 18216 1228 PM
7 SIT Adindd 7 29216 259 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
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ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
8MAR 2016
SINGAPOREPan Pacific Singapore has appointed two key management positions Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants Bars and Events (RBampE) Laine assists Gino Tan General Manager to strengthen the hotel operations team to be more effective in meeting guest needs Das oversees the RBampE division to manage operations provide strategic direction and ensure quality across all restaurants bar and banquet operations
AUSTRALIAThe Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years with AUD500 million already committed to the first phase of its expansion that is currently underway This includes the AUD130 million refurbishment of Astral Tower and Residences set for completion in 2016 Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology increased directional and digital signage and a new plenary space on level five The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development which will feature numerous food and beverage offerings and additional meeting spaces
80The number of show rental operators who say they predict an increase in events they handle this year compared to 2015
Source etouchesrsquo Rethink
SOUTH KOREAThe Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women To accommodate daily prayer schedules the room will be open from 3am to 10pm Other tools for prayer including a Qibla which indicates the direction toward Mecca clocks Qurans and carpets will also be provided for the convenience of guests
8MAR 2016
NUMBERS
68 Sound Bitesindd 8 1316 904 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
9 Royal Cliff ADindd 9 26216 620 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Deals
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Tel +65 6377 2888Email salessuntecsingaporecom
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
10MAR 2016
THAILANDNine ASEAN member countries have
officially agreed to abide by the Thailand
MICE Venue Standard (TMVS) as the
model for improving venue standards
in ASEAN as declared by The Thailand
Convention amp Exhibition Bureau
(TCEB) Additionally 100 Thai MICE
entrepreneurs running a total event
space of 227 rooms were guaranteed
with TMVS in the fiscal year 2016 The
bureau is moving fast to implement the
second phase for the standardisation
of MICE venue standards in accordance
with the five-year model scheme
ldquoThe direction for the advancement of
MICE capabilities in 2016 was mapped
out in four aspects including Trade
Education MICE Academy International
Standard and Sustainable Natural
Conservation (MICE Sustainability
Thailand) All of which will expand the
competitive advantage to the private
sector and Thailandrsquos MICE industry as
well as enable Thai MICE standards to
achieve the recognition from member
countries to pave the way towards
an ASEAN MICE standard by which
Thailand shall be praised for its role
as the regionrsquos MICE instituterdquo said
Nopparat Maythaveekulchai TCEB
President
He also added that TCEB has produced
a model scheme for these standards
for 2015-2019 which comprises six key
strategies that cover six dimensions
of development These include Venue
Personnel IT System Public Relations
and Marketing Promotion Promotion of
ASEAN MICE Venue Standard and the
mobilisation of MICE venue standards
toward the sustainability of 41 projects
under the 66 million baht budget
MALAYSIAThe Kuala Lumpur Convention
Centre (KLCC) offered more than
just an event and conference
space when it donated two dialysis
machines worth RM90000
(USD21400) to the National Kidney
Foundation (NKF) Malaysia
Alan Pryor the Centrersquos General
Manager expressed his delight at
the contribution of the two dialysis
machines and strengthening their
long-standing relationship with the
NKF He also took the opportunity
to recognize NKF with its ongoing
efforts to raise funds to improve
the standards of care and aid those
who are suffering from various kidney-
related diseases
ldquoTo recognise our 10th anniversary
milestone we launched a number of
additional CSR activities to give back to
the local community This donation is
one of those initiatives and we hope the
machines will help the NKF provide more
patients with the care they so desperately
needrdquo added Pryor
KLCC believes in being a socially
economically and environmentally
responsible organisation that finds
opportunities to give back to Malaysia and
the community within which it is based
10-11 Taking The Leadindd 10 1316 906 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
11MAR 2016
JAPANAs the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there and accordingly the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring
According to a project manager of the Tokyo National Highway Officersquos Planning Section the new express bus terminal will enhance the easy ground access in Shinjuku which will lead to an increase of foreign visitors using bus services
The new terminal to be located in front of Shinjuku Stationrsquos South Exit with an estimated 1600 bus arrivalsdepartures on a daily basis will be the largest bus terminal in Japan Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station
The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year
SINGAPOREAt the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29 2016 Oliver Chong Executive Director Communications amp Marketing Capability STB reported that Singaporersquos tourism receipts dipped 68 percent to SGD22 billion (USD156 billion) despite a 09 percent growth of 152 million visitor arrivals in 2015
The three areas of a weaker tourist spend are accommodation (-14) sightseeing entertainment and gaming (-11) and shopping (-7) which could be due to the strengthened Singapore currency and increase in number of hotel room stock STB Chief Executive Lionel Yeo said ldquoThe two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destinationrdquo
Singaporersquos key growth areas in 2015 were cruise and business events The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput More than 350 business events held in 2015 saw 287000 visitor arrivals and SGD478 million in tourism receipts
Melissa Ow STBrsquos Deputy Chief Executive Corporate Group and Experience Development Group explained at the press conference that Singaporersquos unique selling point is the ability to work with stakeholders in
FROM THE BUREAUX
building capabilities and professionals across the industry The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits
Lynette Pang Assistant Chief Executive Marketing Group of STB stated that in 2015 Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners The campaign converted 9300 hotel room nights worth SGD21 million and SGD267 million were generated from Superdeal spend ldquoSingapore Inside Outrdquo showcased Singaporersquos creative field on a global level whilst ldquoSingapore invitesrdquo was launched in seven markets and attracted 140000 entries globally
In 2015 China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively Leong Yue Kheong STBrsquos Assistant Chief Executive International Group said that India is Singaporersquos top five source market Direct flight connectivity from India plays a vital role in visitation Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities The challenge remains competitive from European cities
For 2016 STB forecasts tourism receipts to be in the range of SGD22 to SGD224 billion with visitor arrivals to be between 152 and 157 million
10-11 Taking The Leadindd 11 1316 906 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
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௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
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60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
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ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
12FEB 2016
Old-world CharmAfter a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls The George Ballroom on Fitzroy Street St Kilda in Melbourne Australia has re-opened This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886 InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue and had a number of performing acts entertaining invited Hosted Buyers These included ballroom dancers waltzing around guests live classical music and a ballerina dancing elegantly in a giant bubble
LED SpectacularOn New Yearrsquos Eve Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2016 a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors The night featured video mapping capabilities and live entertainment using the ballroomrsquos two extended digital canvases as well as a dramatic laser show performance that could excite guests at any ballroom event
12MAR 2016
Blooming HeartsA non-profit in Portland and Bend in Oregon US does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets They are then taken to offices at non-profits hospice organisations and hospitals to be distributed to patients and families
12 Fresh Ideasindd 12 1316 906 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
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Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
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ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
13MAR 2016
$9(5725$szlig PAN PACIFIC
nder Pan Pacific Hotels Group (PPHG) the two acclaimed brands Pan Pacific Hotels and Resorts and PARKROYAL Hotels amp Resorts offer a diverse
collection of hotels and resorts across Asia Oceania and North America blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues
From Suzhou to Singapore Sydney to Seattle there is a venue to suit every meeting plannerrsquos needs Whether it is an intimate residential meeting for 15 or a large three-day conference for 800 PPHG commits to meeting and exceeding every clientrsquos expectations
Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner
The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers with attention to detail to ensure a memorable event
A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process
All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution An audio-visual expert will also be on hand throughout the event
Customised billing procedures can be arranged in advanced with the final bill ready within five business days of the eventrsquos successful conclusion
Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve
U
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience
To enjoy this exclusive meetings offer book by April 30 2016 for residential meetings held by December 31 2016 For more information visit pphgcommeetings
To support the brandsrsquo commitment PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill The larger the group size the greater the privileges
PARKROYAL on Beach Road
PARKROYAL on Pickering a PARKROYAL Collection hotel
Pan Pacific Perth
13MAR 2016
13 Pan Pacific Advertorialindd 13 1316 907 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
14MAR 2016
TAT launches new responsive websiteThe Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices It also includes a more responsive design for easy reading navigation and more interactivitywwwtourismthailandorg
Global fitness conciergeBusiness travellers can now easily stay fit with WorldTrainer a newly launched global fitness concierge service that matches the right trainer to the traveller with an online system to ensure quality and consistency of training across continentswwwworldtrainerfitness
HKCEC integrates ldquoresponsiverdquo technology to its websiteThe Hong Kong Convention and Exhibition Centrersquos revamped website has been fully redeveloped to accommodate desktop and mobile devices catering to 70 percent of the 20000 daily visitors that uses their mobile devices to visit the HKCEC websitewwwhkceccom
14-15 Webspaceindd 14 1316 907 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
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ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
15MAR 2016
Abu Dhabi tops in EMEA for incentives and conferencesAccording to Pacific Worldrsquos Destination Index Report Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences
13 partners added to BCD MampE networkBCD Meetings amp Events added 13 partner markets to expand its Global Partner Network These include Malaysia Japan Vietnam Romania Italy Isreal and more
What you missed online onWWWBIZEVENTSASIACOM
ACI HRrsquos report on salary and employment trendsACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released indicating that the industry is bucking the doom and gloom forecast seen in other industries
14-15 Webspaceindd 15 1316 907 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ɽৠ٧elbizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
16MAR 2016
CoverStory
WEAVING A DECADE OF CONNECTIONS
WORDS GINA SIN
Sheikh Zayed Grand Mosque
A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE
16-19 Cover Storyindd 16 1316 908 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
m T
op t
o B
otto
m
Shi
nu P
illai
Exh
ibit
ion
Man
ager
ibt
m a
rabi
apo
d sh
ow e
xhib
itio
n fo
rmat
Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
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ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
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ŢɁʘĀǸࡁҍЯ
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
17MAR 2016
ldquoWith headline attractions stunning new resorts a re-energised commitment to service and delivery excellence the destination
has entered a new era of maturityrdquo
SALLIE COVENTRYPortfolio DirectorReed Exhibitions
Fro
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o B
otto
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Shi
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Exh
ibit
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Man
ager
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Some 3000 appointments took place alongside networking events an opening forum knowledge forum lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11 2016 Supported by Abu Dhabi Tourism and Culture Authority Abu Dhabi Convention Bureau and Etihad Airways ibtm arabia brings buyers and sellers of the meetings incentives conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment
All Hosted Buyers were handpicked personally invited and verified against a strict qualification criteria which requires that they are senior level decision makers with proven budget and business to place internationally 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events 90 percent organise conferences and meetings 80 percent incentive travel 71 percent business travel and 59 percent luxury travel Confirmed Hosted Buyers this year have also indicated a variety of product interests 88 percent indicated an interest in hotels 80 percent in Destination Management Services 66 percent in conferencesmeeting venues and 63 percent in attractions and entertainment
The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers ibtm arabia 2016 featured a line-up of 100 percent new agency corporate and association buyers with this yearrsquos show seeing a 61 percent increase in the amount of corporate buyers attending The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections
POD SHOWDespite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont Raffles and Swissotel Hotels amp Resorts the trade show might have seem sizably smaller than others in Reed Exhibitionsrsquo portfolio But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format which was first introduced last year ldquoibtm events are not about the size of an event it is about making that event 100 percent valuable to all attendees The focus of this event is about creating a community providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format which means both buyers and suppliers can select who they want to meetrdquo said Shinu Pillai Exhibition Manager ibtm arabia
According to Sallie Coventry Portfolio Director at Reed Exhibitions exhibitors were promised a hassle-free event ldquoAll of our customers arrive on site ready for their meetings Their pods are being constructed for them they can literally arrive with their collaterals their laptop or iPad and theyrsquore ready to go Theyrsquove got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting packagerdquo
As an exhibitor Asli Plail MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers ldquoYou actually get to meet people who would really like to meet you and vice versardquo
16-19 Cover Storyindd 17 1316 908 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
18MAR 2016
From Top to Bottom Welcome reception at Emirates Palaceibtm arabia 2016 Opening Forum
Making srsquomores at Beach Rotanarsquos White Party
ldquoGrowth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to
Chinese visitors and our capacity to meet the booming business for large Indian groups allows us to match our venues and
hospitality industry to these opportunitiesrdquo
MUBARAK AL SHAMISIDirector of Abu Dhabi Convention Bureau
White Party at Beach Rotana
Welcome Reception ibtm arabia 2016
The Jumeirah at Etihad Towers venue host for ibtm arabia 2016 showcased some of the best meetings facilities that Abu Dhabi has to offer The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms fine dining restaurants a health club and Talise Spa and two levels of boutique shopping at the podium One of the hotel highlights is European restaurant Pearls by Michael Caines which opened in September 2015 Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon UK to earn its two Michelin Stars Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK and changes its menu at least four times a year
IMMERSIVE NETWORKING EVENTSibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emiratersquos depth and diversity A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events
The Knowledge Forum featured world-class keynote speaker Carol Talbot
who sets out to empower professionals and help them think differently about their approach to work supporting professionals toward creating and delivering a vision for themselves Carol also highlighted the difference between those who attract success and those who do not as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people
Discovery Day included a trip to Ferrari World on Yas Island the worldrsquos first Ferrari-themed park and the worldrsquos largest indoor theme park One of the venuersquos streets along its row of dining establishments was transformed into a buffet-style networking luncheon allowing delegates to mingle and network in a relaxed environment
Delegates also got a chance to tour around its attraction which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares
ibtm arabia 2016rsquos official Welcome Reception hosted by Emirates Palace took place in its Oriental Cafeacute Gazebo in a buffet-banquet setting Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances which continued to entertain intermittently throughout the night Beach Rotana Abu Dhabi took turn to be host the following night for the trade showrsquos Gala Evening ndash
Arabian dance performance
16-19 Cover Storyindd 18 1316 908 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
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ŢɁʘĀǸࡁҍЯ
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BIZEVENTSASIACOM2016ŭ3ʃ
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
19MAR 2016
White Party This beachfront networking
event was a stimulating mix of curated
cocktails beautiful event set-up and
perfect weather
SOARING POPULARITYA report from Alpen Capital suggests
that international association meetings
in the Middle East have more than
tripled over the past 10 years Supporting
this the last Amadeus report shows the
GCC MICE industry is seeing continuous
growth and that the Middle East is set
to expand even further while attracting
high-profile global events and state-of-
the-art infrastructural investments
According to Pacific Worldrsquos Global
Destination Index Report in February
2016 Abu Dhabi has been identified to
be among the top cities in EMEA when
it comes to incentives and conferences
according to the Pacific World Global
Destination Index Report
The UK India and Saudi Arabia have
been found to be key source markets
placing business in the region while
Milan and Paris have been identified as
leading destinations for incentives and
meetings held in the EMEA region The
rise in popularity has been attributed
to improved transport links and
infrastructure resulting in a variety of
new hotels and venues
Jestine Alfred Destination Manager of
Pacific World UAE stated ldquoThe Middle
Eastrsquos business conferences and events
industry is now the worldrsquos fastest
growing There are a number of factors
contributing to its increasing popularity
including the more accessible routes
offered by Emirates and Etihad as well as
the openings of a number of new hotels
The city is also becoming more popular
as a stopover destination for two to three
night stays for business travellers when
travelling onwards using UAE carriersrdquo
He also indicated other factors
contributing to the increased appeal of
Abu Dhabi as an incentive and conference
destination including their investment in
technology
Abu Dhabirsquos growing status as a leading
business events destination follows the
creation of the Abu Dhabi Convention
Bureau a division of Abu Dhabi Tourism
amp Culture Authority in 2013
ldquoThe business events sector in Abu
Dhabi is built on a joined-up approach
bringing government public and private
sectors together to attract and host major
conference congress and association
meetings from key overseas markets
in sectors identified as drivers of the
emiratersquos economyrdquo said Mubarak
Al Shamisi Director of Abu Dhabi
Convention Bureau
ldquoUnder the Convention Bureaursquos
direction we are targeting new markets
to promote our expanding corporate and
incentive portfolio ensuring the emiratersquos
product mix can meet their demands
ndash growth in numbers from China is
mirrored by an increasing number of
hotels and attractions with facilities
dedicated to Chinese visitors and our
capacity to meet the booming business
for large Indian groups allows us to
match our venues and hospitality industry
to these opportunitiesrdquo
ldquoWe also offer the Advantage Abu Dhabi
incentive programme a compelling
support package which helps solidify
Abu Dhabirsquos appeal as an international
business events and incentives hubrdquo Al
Shamisi adds
The cityrsquos growing recognition in the
Asia Pacific region is attributed to an
expanding capability to host large-scale
events
ldquoA decade ago incentives in Abu Dhabi
were largely absent from a wider
landscape that lacked the resort and
attractions infrastructure to support
them and large-scale meetings simply
couldnrsquot be supported as the venues
were not yet built
Today Abu Dhabi has a number of
venues to offer MICE planners from the
Asia Pacific region including ADNEC
and the Al Ain Convention Centre which
can host large-scale conferences and
exhibitions and a large number of
hotels and resorts which are perfect for
more intimate occasions
Additionally the growth of inter-
continental travel going east to west and
vice-versa as well as the expansion of
regional airline capacity means that 90
percent of the world is now both well
served and within nine hours of flying
time
With headline attractions stunning new
resorts a re-energised commitment
to service and delivery excellence the
destination has entered a new era of
maturityrdquo said Coventry
ibtm arabia 2017 will take place from
February 7-9
ibtm arabia 2016 - Discovery Day
16-19 Cover Storyindd 19 1316 908 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
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Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
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Tel +853 2882 8800Email salessandscommo
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
20MAR 2016
THE COMMUNICATION
STRATEGIES EDITION
BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF
GOOD COMMUNICATION STRATEGIES
TheCommunicationStrategiesEdition
20MAR 2016
20-26 The Communication Strategies Editionindd 20 1316 909 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Tel +65 6377 2888Email salessuntecsingaporecom
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for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
21MAR 2016
LINKING THE DOTS IN THE WORLD OF
BUSINESS FRUSTRATIONS COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS WORDS EL KWANGJOANNA ASH-ONG
21MAR 2016
In todayrsquos challenge of information overload and diminishing unique selling points amongst products the current business landscape is for survivors of the fittest ndash a war zone
Companies are either being bought out or merged Some are retrenching whilst they re-strategise A few rebrand to freshen up appeal to attract new audience while others combine matching expertise through partnerships to gain market share No matter what these changes are distractions in long-term business planning against the beastly and unpredictable macro-economics
Sun Tze a brilliant military strategist philosopher and author of the book The Art of War has two famous quotesszlig Strategy without tactics is the slowest route
to victory Tactics without strategy is the noise before defeat
szlig If words of command are not clear and distinct if orders are not thoroughly understood the general is to blame But if his orders are clear and the soldiers nevertheless disobey then it is the fault of their officers
For professionals who work in a regional or global capability how can one maintain sanity and calmness between forming strategies and communicating them If what Sun Tze said rings true do business leaders really understand the power of communication and its strategies
FALSE PERCEPTIONLike marketing the function of communication has traditionally been viewed as the ldquonecessary evilrdquo in expenditure It is seldom associated with revenue generation the way sales and business development function is Ironically when revenue falls below par and sales staff could not provide satisfactory explanation communication specialists are expected to save the day creating ldquofreerdquo editorial exposure through contacts that
could immediately drive sales lead Evidently this is a highly reactive response that too many communicators experience but few are willing to voice them out openly The number of communication specialists on a corporationrsquos board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession
According to Camilla Chiam VP of PR amp Communications at Carlson Rezidor Hotel Group Asia Pacific who sits on the companyrsquos executive committee ldquoWhile some may feel that a life in communication is about turning up at events in a good looking outfit the communication profession is not a life of glitz and glamour In fact itrsquos about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in in order to create an effective and enriching communication strategyrdquo She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it ldquodoes notrdquo generate revenue Chiam further explained ldquoEffective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo
20-26 The Communication Strategies Editionindd 21 1316 909 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
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ৠ٧ginabizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
22MAR 2016
TheCommunicationStrategiesEdition
recall increase its lsquostickiness and feel good factorrsquo across all markets and effectively augment the companyrsquos revenue generating capabilitiesrdquo
REASONS TO MAKE A CHANGE NOWJust imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a ldquopress releaserdquo churner Here are some reasons to do so nowszlig Diminishing unique selling points
where products and services are easily duplicated A good communication specialist not only protects the brand he or she also enhances its value proposition
szlig Information overload There are way too many channels distracting the target audience causing doubts and confusion and undermining brand loyalty For example a hotel chain would have a parent company website the sub brand may have another and the respective hotels would also have its own dedicated website Then there could also be another created especially to manage a specific revenue stream like business events So an event
planner may not know which website to visit to get the most relevant information
szlig Information technology The success of IT only means it is very easy for competitors to target the audience using similar key words brand messages and promotions
szlig Transient audience As the younger generation rises through the ranks faster than a decade ago they are given less time to accumulate experience and in-depth knowledge They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation Often they are not given the time and opportunity to think deeper and to get to the source of an issue
THE MODERN COMMUNICATIONThe role of communication has become exponentially more important today than ever before Public Relations (PR) is no longer a standalone function It is now about constantly telling the corporate story through an expanded role building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging
Effective communication points together with strategic counsel for both internal and external audiences can levitate a companyrsquos brand story along with lsquotop of mindrsquo recall
ldquo
ldquo
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
Audi Q7 Launch by Uniplan
AIA Music Run
ICC Sydney Food Philosophy showcase in Sydney
22MAR 2016
20-26 The Communication Strategies Editionindd 22 1316 909 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
Engage the employees customers and the community with interactive real life experiences through major events constantly and deeply This way the audience can better understand the companyrsquos brand values and can build brand affinity
Fundamentally an effective communications strategy will always be aligned to business objectives and results The strategy needs to be an integrated effort across multiple communication channels and communicated consistently aligned with brand values and encourage people to become brand advocates ndash whether they are employees business partners or customers Organisations need to be ldquoYou-centricrdquo and bring the audience on a journey that motivates and inspires them so that they are more connected and loyal to your brand and company
FRESH EYES FRESH APPROACHSydney faced the real challenge of selling itself as a convention city without a centre for over two years For a
revenue stream that has large economic impact and stiff competition the soon-to-be-opened International Convention Centre (ICC) Sydney pulled out all innovation stops to sustain business interest
What is admirable is the transparency approach Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together The ICC Sydney website provides clear information latest news and timelines allowing
direct information source In addition the website showcases renders floor plans and videos giving customers and stakeholders a clear idea of how the space will look like
The new centre is very clear with their mission to deliver a brand new experience making Darling Harbour the global new benchmark of future events experience On the Friday prior to the AIME 2016 tradeshow a media experience pushed the collaborative spirit of Sydney message The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park
In a one-on-one conversation with Samantha Glass Director of Communications ICC Sydney Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season ldquoWe consult the experts in the industry and road-test the communication strategies before launching themrdquo said Glass The business event industry seems to have benefited from Glassrsquo previous work experience with property developer giant GPT Group her fresh eyes approach to deploying communication strategies Strategies that truly focus on user experience
We consult the experts in the industry and road-test the communication strategies before launching them
ldquoldquo
SAMANTHA GLASSDirector of CommunicationsICC Sydney
23MAR 2016
20-26 The Communication Strategies Editionindd 23 1316 910 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
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ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
24MAR 2016
24MAR 2016
Plans A typical event needs at least three plans The master project plan the communications plan and the logistical plan
Before we start rolling out the pre-event planning we will need to establish an outline of the dates and timeline needed That would necessitate the start of the master project plan which includes the event date key milestones working team task lists and deliverables
We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance
The communication plan will outline the stakeholders date and content that need to be communicated to them A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees senior management and front-line staff) The external communication again may be split into different target audiences from press to corporate partners and consumers at large Once we have determined the target audience the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders
MIND CHANGER EXAMPLES BY JOANNA ONG-ASH
GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA
SINGAPORE For most event planners the exacting demands
of the market today put immense pressure on the way they need to think about events More often than not while attention is given to content and venue the communication of these events have
been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for
new marketers The diverse audience and their expectations today necessitate more thought
given to deploying more effective communication strategies for events
The key factors to consider when planning the communication of an event would be
Reading Room at Radisson RED
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 24 1316 910 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
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ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
25MAR 2016
25MAR 2016
Audience There are different audiences to consider when developing a communication plan Most event planners broadly consider the audience as ldquoguests at the eventrdquo and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external Within these groups they could be employees distributors the executive team the assistants of these executive team members who might be filtering the invitation or the public at large which may mean the need to deploy mass media As there are different sets of audiences to consider the most effective way of communicating to them is to tailor messages to your target audience
Timing 12 weeks in advance would be adequate time to start communicating about an event This could even take the form of a teaser campaign or as simple as a ldquoSave the Daterdquo email When considering timing assess the environment during the date of the event Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication Are there events or hot topics in the press at that time that you could leverage in your communication
Media The mode of communication is determined by the timing and the audience as well as the objectives of the communication Communication strategy should always be integrated no matter the objectives and the audience Depending on the objectives an integrated communications plan could deploy PR outreach social media contests gate-keeper incentive campaigns to mass media campaigns digital campaigns and direct marketing campaigns No matter the media and objectives todayrsquos time-starved audience would require succinct communication through the use of visually-driven communication tools like data infographics and videos These should also be easily shared to expand awareness for the event as well as to generate leads
Engagement Often neglected audience engagement is one of the most important aspects of a good communication strategy Pre-event during and post-event engagement helps you build a relationship with your different target audience Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences
On-ground engagement activities including field marketing activities could help drum up interest for the event This could be as simple as a message outreach through desk drops that could come with a relevant gift or a road-show If you find that often the gate-keepers like the assistants to C-level executives are the ones who might read your event invites first why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event
During the event create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event Post-event engagement is as important because you would want to garner feedback about the event and further curate content ideas that could be used for future events
20-26 The Communication Strategies Editionindd 25 1316 910 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
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60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
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ȱĈŪ
ɽৠ٧elbizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
26MAR 2016
26MAR 2016
Radisson Red Bedroom
Radisson Red Exterior
Brain Box Setup Radisson Blu Bangkok
Brain Food Yogurt
SPEND TO MAKE MONEYInvesting in proper automated tracking tools may save labour costs in the long run Australia-based award-winning integrated communication agency Zadro was appointed to manage communication for Business Technology Conference and Exhibition CeBIT Australia weeks prior to its 2015 show
With the right tools Zadro generated a report justifying over AUD6 million (USD43 million) worth of PR value This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received) traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence reach and key message use Essentially the client could use this report to garner larger sponsorship partnerships and government funding
Investing into engaging customers is also of utmost importance Through effective communication Carlson Rezidor found that their clients desire personalised bespoke meeting objectives and experiences which led
the desired target audience This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way Ultimately communication is powerful and it is considered a real mind changer
to the creation of their ldquoExperience Meetingsrdquo (EM) package and the on-trend Brain Food catering options This year Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic encompassing digital and e-commerce technology The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better
Essentially good communication specialists have the ability to link the dots within an organisation thus allowing a collectively effective approach to connect with
TheCommunicationStrategiesEdition
20-26 The Communication Strategies Editionindd 26 1316 910 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
WowAsia2016
WWWWOWAWARDSCOM
NEW DELHI
AEROCITY
CONVENTION
AWARDS AND
ASIA
CULTIVATING WOW
EVENTS amp EXPERIENCES
ASIArsquoS LARGEST BUSINESS AND
LIVE MARKETING amp ENTERTAINMENT INDUSTRY
RECOGNITION PLATFORM FOR THE MICE
CALL FOR ENTRIES NOW OPENREGISTER FOR WOW AWARDS 2016AND GET THE RECOGNITION THAT TRULY MATTERS
NEW DELHI
AEROCITY
JUNE 23-25
2016
27 Wow Awards Adindd 27 29216 259 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
28MAR 2016
W
HAT ARE THE POSSIBILITIES OF
ATTRACTING INTERNATIONAL GROUPS TO
EXPERIENCE THE COUNTRYrsquoS CHARMVIETNAMDelveIn
to
28MAR 2016
Turquoise Dragon Bridge With Firing In Danang Vietnam
28-30 Delve Into Vietnamindd 28 1316 911 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
29MAR 2016
A BUSINESS EVENTS FAMILIARISTION TRIP
IN VIETNAM INTEGRATED CREATIVE TEAM
BUILDING ACTIVITIES WITH A TOUCHING
CHARITY GESTURE
WORDS LOUIS ALLEN
In what seems like a lifetime of
familiaristion trips perhaps the most
unusual was no further away than my
new home city of Danang on Vietnamrsquos
central coast
Run by the nationrsquos largest travel
company ndash it has its own tour coaches
and hotel properties ndash the Vitours
Danang MICE Fam Trip attracted
nearly 30 business events and incentive
planners from travel companies
throughout Vietnam
First stop the group arrived at the
new Galina Da Nang Mud Bath amp Spa
overlooking My Khe beach and were then
split into teams for the first of a series of
fun ice-breaking exercises that always
seemed to verge on the naughty led by
the Vitours team building guys
After much hilarity we faced our first
team challenge building a boat from a
cardboard boat and duct tape and solid
enough to hold two rowers for a race the
length of a swimming pool
This soggy event was followed by the
opportunity to experience the warm
outdoor mud baths and inspect the
new multi-level spa section still being
BRINGING IT
HOME
completed behind a faux rock facade
topped by a castle As well as a sauna
and steam room the property even has a
modest meeting room
Next up was a boat trip to a private beach
on Son Tra Peninsula courtesy of cruise
company Seahorse Yacht Once there
everyone had to put on a life jacket and
swim about 100 metres ashore but as I
jumped into the water there was a sinking
feeling as I saw my glasses disappear into
the depths beneath my feet Thankfully
the team sent down a diver and a recovery
was made within minutes
After showers a kayak race put teamwork
strength to the test as teams hauled
buoyed prizes from the sea
TASTE OF HISTORYPast the resorts and soon-to-be-open
resorts along the coastline the group
travelled to the ancient town of Hoi An
At the Hoi An Silk Village the group learnt
about silk wormsrsquo weaving process and
inspected the resort being built there
After dinner at the village the group
checked-in at the Almanity Resort in
Hoi An and spent the morning exploring
the hotel Wellness is a key focus at the
28-30 Delve Into Vietnamindd 29 1316 911 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
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Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
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Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
30MAR 2016
resort with a special spa experience being integral to the guest experience
Next the group visited Vinahouse Space in the countryside near Hoi An which features old Vietnamese houses and furniture ndash much like a museum ndash as well as traditional activities such as wood-carving
After more team building warm-up exercises the teams competed in a traditional cooking session followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture
Then it was back to Danang and on the coach trip to the Ba Na Hills attraction we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists with the money to go to orphaned babies in a hospital Ba Na Hills is run by the giant Sun Group which has just opened a 40 kilometres four-lane highway from the city to its cablecar access (the longest cablecar in the world) The selling went well (I turned out to be top salesperson simply because I could speak to international tourists)
Our visit wrapped up with a site inspection of a new hotel in the French Village slated to be taken over by AccorHotels which is presently building a series of food outlets there
MEETING THE ORPHANSOn the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents
After checking-in at the four-star Green Plaza Hotel beside the Han River in the city the group attended a gala dinner in an offsite restaurant A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat It was a fun evening with heaps of audience participation and a local comedian as the emcee
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip the group visited the award-winning Intercontinental Danang Sun Peninsula Resort another Sun Group property as well as another
evolving attraction Asia Park (also run by the Sun Group) where we were treated to a ride on a giant Ferris Wheel
From CSR activities to a dynamic list of accommodation unique venues and team bonding activities together with budget-friendly entertainment options make Vietnam an ideal destination for incentive groups of all scale
28-30 Delve Into Vietnamindd 30 1316 911 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
31 Tourism Technology Asia Adindd 31 26216 1249 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
32MAR 2016
WHAT ARE SOME OF
INDONESIArsquoS KEY FOCUS IN 2016INDONESIADelveInt
o
32MAR 2016
Indonesia Convention Exhibition (ICE)
32-34 Delve Into Indonesiaindd 32 1316 912 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
33MAR 2016
WITH OVER 17000 ISLANDS STRETCHING OVER 5000 KILOMETRES INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS
POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR
WORDS DANIEL ASWIN
Being one of the income earners for the nation the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country Last year Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019 Among this number the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago
GEARING UP FOR MORE2016 is set to be a new test for Indonesiarsquos tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nationrsquos capital Jakarta in September this year That being said is the country geared up to meet the new demands of the market We talked to both new and senior players in the industry to figure out whatrsquos trending and where is Indonesiarsquos MICE heading to
According to Felicia Setiawan Director of Marketing Communications of Fairmont Jakarta MICE business has evolved quite significantly It is no longer just about providing the space Quality service and products also play a crucial role to the entire event experience ldquoMICE organisers and providers have become more creative in pitching for business Unique venues green meeting packages innovative
STILL IN DEMAND
food and beverage presentations health conscious menus and themed coffee breaks are getting more and more popular in urban communitiesrdquo
Ika Nazaruddin Public Relations Manager of PACTO Convex added ldquoCompanies tend to be more cost conscious conferences that are usually held for three to four days are cut short to ensure a more efficient event Other costs like dinners printings and such are minimized With the help of technology people are choosing to go digital ndash a greener option for their functionsrdquo
OVER SUPPLIED HARDLYFurther east Bali sees a significant growth in the business for 2016 compared to 2015 ldquoIn general the leads we received are much better than last year we do hope 2016 will be a positive yearrdquo said Dewi Anggraini Director of Marketing and Communications of The Westin Nusa Dua Bali
ldquoThe trend now is that companies are looking for five-star luxury to above five-star resorts in Balirdquo according to Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoTheyrsquore not just looking for spacious venue but also quality services product and privacy as wellrdquo
For quite some time Nusa Dua has been the main destination for business events but according to Sumadi his clients are now looking at other parts of Bali like Ubud as their destination ldquoUbud still has a long list of homework to be done in order to
32-34 Delve Into Indonesiaindd 33 1316 912 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
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ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
34MAR 2016
accommodate the MICE business Road accessibility distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination At this moment we do not have a venue that can accommodate up to 1000 guests at oncerdquo he explained
Since its grand opening in August 2015 the Indonesia Convention Exhibition (ICE) has become the ldquonew big thingrdquo in the countryrsquos MICE industry Designed to be the biggest and most spacious exhibition and convention center in Indonesia ICE spans over a total area of 220000 sq m and is currently being operated by Germany-based Deutsche Messe
According to Gabrielle Angriani the Marketing Manager of ICE Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors They need a larger and flexible venue for such creativity Visitors are also getting more digital-savvy utilising phone applications and posting in social media about events they attend ldquoPCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi And ICE is able to offer these services We are also currently preparing for the ICE app that can be downloaded
on smartphones where PCOs and visitors alike can get information about the events happening at ICErdquo explained Angriani
Even with multiple options in Jakarta Bali is still the number one choice for MICE especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities ldquoIncentive remains the number one request however companies now incorporate a full- to one and a half-day meeting into their incentive programmesrdquo as pointed out by Sumadi Pacific World Balirsquos Meeting amp Incentive Manager ldquoEast Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groupsrdquo he added
With plans of further development in other areas in Indonesia to support the MICE business the world will soon have more options for their events Along with what the archipelago has to offer it is time to break the boundaries between leisure and business An annual board meeting onboard a Phinisi schooner to Raja Ampat Or a team building activity on a secluded island The options are endless All it takes is your imagination and Indonesiarsquos scenic beauty and warm hospitality
is no longer just about providing the space Quality service and products also play a crucial role in the entire event experienceIt ldquoldquo
Pacto Convex
Pacto Convex
Fairmont Jakarta Ballroom
32-34 Delve Into Indonesiaindd 34 1316 912 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
The worldwide exhibition for incentive travel meetings and events
19ndash21 April 2016
There are many advantages to be gained by coming to IMEX you can get business done in half the time make new contacts and find out whatrsquos new in the international meetings industry
But the real benefit of coming to IMEX ndash the thing that everyone loves ndash is meeting people face to face Having a conversation about a forthcoming event is so much easier ndash and more enjoyable ndash when the person yoursquore talking to is siing opposite you
IMEX is the place where business relationships are born ndash over smiles handshakes coffee smoothies baklava tapas dim sum sushi olives wine brandyhellip you get the idea
Come to IMEX 19-21 April 2016 Frankfurt
We look forward to seeing your IMEXsmiles
Register now for IMEX 2016 imex-frankfurtcomregister
Frankfurt
Events are born out of great conversations
IMEX
imex-frankfurtcom Call +44 (0)1273 227311
Email infoimexexhibitionscom Tweet imex_group
ldquoThis is whereevents take shaperdquo
ldquoINSPIRATION ON EVERY CORNERrdquo
35 Imex Frankfurt Adindd 35 29216 300 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
36MAR 2016
36MAR 2016
BIZ EVENTS ASIA VENTURES INTO
HONG KONG TO SHOWCASE TALENT
THAT FOCUSES ON COMMUNICATION
STRATEGIES FOR THEIR EVENT
DELIVERY CAPABILITIES
DelveIn
to
HONG KONG
36-41 Delve into Hong Kongindd 36 1316 917 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
37MAR 2016
INTERNATIONAL FULL SERVICE AGENCY UNIPLAN HONG KONG PROVES COMMUNICATION
STRATEGIES MAKE EVENT SUCCESSWORDS EL KWANG amp GINA SIN
There is money in business events especially in the experiential marketing events arena of product and brand showcases This arena is highly competitive because often it seeks to engage and convert consumers into brand fans
The consumer behaviour and mindset can be complex like a maze One thing is for sure In Asia the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) ldquoAsiarsquos Digital Disruption How technology is driving consumer engagement in the worldrsquos most exciting marketsrdquo report that gave marketing event professionals a run for their money when it comes to creating
LIVE COMMUNICATION
engaging events that drive optimum return on investment
Often event ideas are hard to trademark Once they are exposed on the Internet or experienced it will not be surprising that ideas will be modified and duplicated in another location What separates men from boys in the world of events is the ability to create and implement communication strategies Daphne Choi Managing Director of Uniplan Hong Kong explained ldquoA good communication strategy is one that responds to the clientrsquos objectives exceeds audience expectations and drives key messages to the audience as well as taking the brandrsquos DNA and bringing it to life Clients nowadays are no longer asking for simple event management solutions but a full creative concept and development as well as branded content and experience
1 Emotion is one of the most important elements in live communications and one of the most elusive How do you evoke a certain way of feeling and how do you make it last You can have all the technical elements in place but still end up with a dry and indistinct event
2 Integrated marketing ndash Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media content development and motion graphics
3 Objectives of the event is important but to fully understand the brand we are working with is equally as critical Many event planners have overlooked this point and end up with an ldquoeventrdquo and not an ldquoexperiencerdquo
UNIPLAN HONG KONGrsquoS EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS
4 Digital marketing ndash If it is a launch event one should communicate these crucial factors the product (or its brand) via digital marketing (content marketing) prior and during the event
5 Devise an experience you want for your guests6 At the heart of a new landscape of content branding
and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle We call it omnipresent
7 No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels
8 Technology marketing and creative all have equal positions at the table A company must realise that all programmes need to flow through this type of cycle
37MAR 2016
In this case an effective communication strategy is criticalrdquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 37 1316 917 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
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Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
38MAR 2016
DelveInto
01CA
SE S
TUD
Y
AUDI Q7 LAUNCH
Communication strategies used Uniplan Hong Kongrsquos Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology
The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the lsquo80s Drawing inspiration from the original 1986 Audi Quattro TVC the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form being able to drive up an incline at a 35 degree angle
The event concept interprets the campaignrsquos tagline ldquoThe GREAT Quattrordquo as a play on ldquoEXPANSIONrdquo in both the physical space and a state of mind These elements were brought to live through the event execution
szlig To be bold and striking in presence ndash A redesigned exterior leading to a surprisingly spacious interior Also a show with bold ambitions and striking presentation set in an expansive seemingly ldquolimitlessrdquo environment
szlig To perform better explore further ndash Over highways inclines tight corners and new terrains discover new places with the carrsquos improved driving capabilities as new technology unlocks new ways to perform
szlig To be precisely attuned to your senses ndash Cutting edge technology precisely configured by the senses ambient lighting Bang amp Olufsen and Bose premium 3D sound system configurable seating outstanding interior quality and customisation It was to be an immersive environment where the artful and the avant garde blended together
Through extensive use of set builds (Hero Stage Audi Quattro Ice Bar) interactive technologies (interactive glass walls photo booths) and Motion Graphics using 10 projectors Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audirsquos own slogan ldquoVorsprung durch Technikrdquo
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations interactive glass walls and LED wristbands for a Lucky Draw By using interactive techniques the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand
Results szlig Our launch concept and key visuals
were both reused in other markets and for ATL communication channels by the client
szlig Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees
szlig The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan
UNIPLAN HONG KONG PRESENTS BIZ EVENTS
ASIA READERS WITH THREE CASE STUDIES
36-41 Delve into Hong Kongindd 38 1316 918 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
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BIZEVENTSASIACOM2016ŭ3ʃ
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
39MAR 2016
02CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used Uniplan Hong Kong created a journey of branded experience for over 1000 exclusive VIP guests bringing out the brand equity of Longines of Elegance Precision Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry
Upon arrival guests were immersed in the theme ldquoThe Time for Legendsrdquo which was brought to life in numerous ways Trophies of the LHKIR along with displays of Longinesrsquo collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts szlig Act I The Legend of The Horse
displayed the power strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock
szlig Act II The Legend of The Jockey paid tribute to the precision skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals
dance movements and sound design to create a compelling and unified experience
szlig Act III The Legend of The Cup showed the success and pinnacle of achievement the Cup represents which was portrayed to the audience by the Earth Harp an international renowned performance that competed in Americarsquos Got Talent along with a live band and aerialists concluding the evening on a high note that left the audience with a true sense of HKJC and Longines
Resultsszlig Over 1000 VIP guests and
media attended the event including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress Sharon Chan
szlig Guests were amazed and impressed by the entertainment of the event claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended
szlig The Legend of the Jockey the act with the interactive dance received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to
szlig Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event which vastly differed from previous yearsrsquo race
36-41 Delve into Hong Kongindd 39 1316 918 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
40MAR 2016
03CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
DelveInto
Communication strategies used Uniplan Hong Kong was tasked to manage the international launch of a global brand in an up-close and personal experiential manner One focus was the official brand extension ldquoStudio City LIVEĤɪrdquo and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City Macau that represents the culmination of all the elements of the hotel providing guests with world-class entertainment and putting them directly in the heart of the action It was important that invited celebrities do not overshadow the launch of the brand globally
szlig Activating Studio City Macaursquos four brand pillars
The four brand pillars (Glamour Star Treatment Blockbuster amp Innovation) were
36-41 Delve into Hong Kongindd 40 1316 918 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Deals
Sands Resorts Cotai Strip Macao
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
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Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
41MAR 2016
Communication strategy is the cornerstone of an inspiring engaging and powerful branded experience
ldquoC
utilised to underpin the entire guest experience Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way These elements were weaved throughout all the event elements (set and costume design entertainment scriptwriting technical design amp atmosphere) in both the Grand Opening show and the VIP gala dinner
szlig Establishing Studio City as Asiarsquos entertainment capital
Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment
Exploiting the interplay on and across the boundary of the real and virtual worlds guests were transported into a fantasy world that is Asiarsquos entertainment capital Studio City Macau Uniplan Hong Kong created the worldrsquos largest casino launch targeting an audience globally supported by more than 500 public relations and media partners Elements included
szlig An opening show curated for this launch event with over 100 performers within Studio City Macaursquos new 5000-seat Entertainment Centre
szlig Gaining international attention by leveraging the world premiere of ldquoThe Auditionrdquo academy award-winning director Martin Scorsese Hollywood icons Robert De Niro and Leonardo DiCaprio and acclaimed producer Brett Ratner were invited to Macau Other celebrities at the launch included Mariah Carey and Hong Kong singer Aaron Kwok K-pop Sensation SISTAR also performed for over 4000 guests
Resultsszlig An immense success with world-
wide press exposure from major media partners across the globe
szlig Numerous VIP guests feedback that the launch was by far ldquothe best casino launchrdquo they have ever attended
szlig The launch attracted over 35000 people to visit the property on the Grand Opening day
ldquo
DAPHNE CHOIManaging DirectorUniplan Hong Kong Ltd
36-41 Delve into Hong Kongindd 41 1316 918 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
42MAR 2016
42FEB 2016
ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015 AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTORWORDS JENNIFER SALSBURY
Associations
42MAR 2016
AUSTRALIAN PCO KEEP ASIA PACIFIC MEETING
S
42-47 Associationsindd 42 1316 920 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
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BIZEVENTSASIACOM2016ŭ3ʃ
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
43MAR 2016
Adelaide was the backdrop for a regular jamboree
of industry events through 2015 and who better to
host than the very active group of Australian and
New Zealand Professional Conference Organisers
(PCO) who gathered together at the end of the
year for the PCO Association Annual Conference amp
Exhibition ndash PCOA15 running November 28 through
to December 1 2015
Commenting on the developments in the City
Damien Kitto CEO of Adelaide Convention Bureau
said ldquoAdelaide has experienced the construction
of an unprecedented amount of infrastructure
in recent times with the AUD3 billion (USD215
billion) redevelopment of the Riverbank Precinct
well underway We are now entering the next
stage with the commencement of upgrades to the
remaining sectors of the precinct project as well as
a number of hotel builds due for opening in 2018 It
is this level of change and development that made
hosting the PCOA conference in December an
exciting opportunity to showcase our city to industry
delegates We were also fortunate enough to have
the PCOA conference closely followed by Tourism
Australiarsquos Dreamtime The time certainly is now
for Adelaiderdquo
NOW IS THE FUTUREPCOA15 was the eighth in the series of annual
conferences taking ldquoNow is the Timerdquo as the theme
and the atmosphere was electric ndash this is clearly a
group with intense feelings for the industry A flurry
of tremendous speakers from the start pepped
up the proceedings making us all think about
what wersquore doing with a series of ldquohow tordquo smaller
sessions addressing specifics to support
Emcee Warwick Merry skilfully linked an eclectic
mix of keynote speakers from futurist Tim
Longhurst to artist Stuart Robertson with his
amazing project ldquoPeace in 10000 Handsrdquo and the
truly inspirational Daniel Flynn of the Thankyou
Group ndash if you see their bottled water on sale
anywhere just buy it and be inspired ldquoIf you donrsquot
change the game someone else will we must
be willing to challenge the way things have been
done beforerdquo he said before going on to quote
Muhammad Ali ldquoImpossible is just a big word
impossibility is only an opinionrdquo Read the story of
why and how they produced Thankyou products ndash
his presentation was titled ldquoHow to be Remarkablerdquo
for a reason
There was a definite feeling that effective
communication to put the message across was
critical to sharing imaginative solutions with clients
for revamping events that may have been working
well in the same way for years but could really do
with an overhaul in how they are proposed to the
next generation of delegates ndash and this meant lots
43MAR 2016
42-47 Associationsindd 43 1316 921 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Sands Resorts Cotai Strip Macao
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
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ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
44MAR 2016
and Exhibition Organisers and Suppliers) and Datorsquo Vincent Lim President was beamed in via a link from Kuala Lumpur Keen to develop relationships within Southeast Asia Datorsquo promised to attend the PCOA event in 2016 endorsing PCOArsquos theme of ldquoKeeping Asia Pacific Meetingrdquo
Also speaking remotely from Japan was Belinda Doery Director APAC of American Express Meetings amp Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world and introduced three rising trends ndash compliance incentives and mobility ndash as identified in their 2016 Global
on social media and how to attract attention in a crowded market already bombarded with information
Jonathan Crossfield Storyteller summed this concept up with a nod to Shakespeare and Marvel Comics in his presentation ldquoTo Tweet or not to Tweet ndash Is that Really the QuestionrdquoRoger La Salle offered a structured approach to innovation with his ldquoOpportunity Matrixrdquo to develop a ldquoThinking platform for PCOrsquosrdquo ldquoAny profitable business draws competitionrdquo he says ldquoLook at what has already been working and do it better by asking lsquoWhere does your market clusterrsquordquo In other words work out what you want to do choose the best platform and make it work well ndash he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance
Several speakers made the point that keynote speakers today could no longer just be entertainers There had to be an educational element in their deliveries and these days we all need to be more agile open to change and just generally more responsive Having set the tone the work sessions followed on fast entertaining and to the point as proceedings got down to business
HIGHLIGHTSA Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
Meetings and Events Forecast before inviting her Sydney-based colleague Adeline Kang to the stage to present the detail of its survey findings
Key Emerging Trends from American Expressrsquo 2016 Global Meetings and Events Forecast
szlig As compliance needs shift meeting owners should be aware of their potential impact to minimise risk
szlig 7KHH[SHFWDWLRQVRIWRGDOslashVworkforce are driving exciting changes in incentive experiences
szlig Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
44MAR 2016
Associations
42-47 Associationsindd 44 1316 921 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
45MAR 2016
JENNIFER SALSBURYContributing Editor
The forecast also highlighted that budgets though thankfully available will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) ndash one clear reason for having a specific Conference app and a compelling post-event survey
Spending time with Barry Neame and Peter Sugg PCO Association President and Secretary respectively they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the ldquoWhy What and Howrdquo of the creation of the organisation
szlig Why ndash People want to be a part of something focused
szlig What ndash Tapping into this need the members ldquopoured through the doorsrdquo
szlig How ndash The industry believed in them and helped the organisation to set up and encouraged an annual conference
Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity ndash there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included economic development trends and aviation
With no country-wide database in Australia the in-house conference organisers in associations are a prime market sector being approached for membership This is an interesting development and already some member PCOs manage associations as an Association management company (AMC)
There is strong collaboration with Asia and representatives of PCOA will join a Research Managersrsquo conference in Singapore to network with Asian universities ndash already it seems there are some interesting projects starting up Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region
ldquoIf you donrsquot change the game someone else will we must be willing to challenge the way things have been done beforerdquo
DANIEL FLYNNCo-Founder MDThankyou Group
45MAR 2016
42-47 Associationsindd 45 1316 921 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
46MAR 2016
Being fundamentally a very social group networking at PCOA conferencersquos social events was an important part of the exchange and the Adelaide Convention Centrersquos creative culinary teams again came to the fore with excellent catering service to encourage these discussions Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval ndash just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour
WINNING TOUCHESThe PCOA took the opportunity of these auspicious surroundings to present two awards ndash Francis Childs who was stepping down as NSW PCO Association Councillor from 2011 to 2015 ldquoIn recognition of Commitment and Service to the Business Events Sector in Australiardquo and Jenifer Dwyer Slee ldquoIn recognition of Support Encouragement and Mentoring to the Business Events Sector in Australiardquo
ldquoGrow Against the Oddsrdquo was the challenge thrown out by International amp Australian Motivational Speakers (ICMI) speaker Brad Smith the founder of Braap Motorbikes Australiarsquos own Motorcycle company And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29 2016
OUT AND ABOUT IN ADELAIDENow is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health amp Medical Research Institute (SAHMRI) The next day a few of us joined a tour courtesy of the Adelaide Convention Bureau A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac Conference and Catering Manager set everyone up for the day which was a wonderful introduction to whatrsquos possible in and around this Festival City ldquoA Big Country Townrdquo they say and we heard all about it from SeaLinkrsquos Rowena Hodder who covered Kangaroo Island Adventure tour options as well as whatrsquos possible in town A pretty big town Irsquod say filled with galleries and parks and new exciting convention developments
ADELAIDE BOUND
POST-PCOA 2015 A SELECT GROUP EXPERIENCED
HOW ADELAIDE CAN CREATE A UNIQUE SPACE
FOR DELEGATES TO ENCOURAGE CONNECTION
WORDS JENNIFER SALSBURY
Associations
46MAR 2016
42-47 Associationsindd 46 1316 921 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
47MAR 2016
produce wonderful fig jam and other fig products under the ldquoWillabrandrdquo name
The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets We however dined ldquoen plein airrdquo straight out of a Monet painting on this estate
Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country ndash what a treat for delegates attending an event in Adelaide
We dropped by the Adelaide Zoo where some giraffes were waiting to greet us such a great setting with lawn surrounds and so many experiential options from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about
Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen ndash not actually a winery he explained but being in the midst of the world-renowned classics of the Barossa McLaren Vale and Clare Valley they stock some stunning choices from smaller boutique wineries at their Cellar Door and
47MAR 2016
42-47 Associationsindd 47 1316 921 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
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Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
48MAR 2016
Engage
From April 19 ndash 21 2016 at Messe Frankfurt IMEX Frankfurt will provide new exhibitors educational tracks and networking opportunities dedicated to the business events industry
IMEX has also added new key features to its distinctive hosted buyer programme
European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme This will allow more time to complete business objectives and take part in networking events and education sessions
Revised group appointment timings will give hosted buyers more time to explore the show floor ndash the show will now open at 945am with no group appointments scheduled before 11am or after 4pm More flight options are also available as well as a wider variety of complimentary food options offered at the hosted buyer lounge
Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany Poland China South Africa and South
IMEX FRANKFURT 2016
BIZ EVENTS ASIA SPEAKS TO CARINA
BAUER IMEX GROUP CEO AND FINDS OUT
HOW THIS YEARrsquoS IMEX FRANKFURT
TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES
America The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time As always among the 3500 exhibitors who represent 150 countries IMEX will feature a host of new meetings industry suppliers destinations and venues who use the show to launch their products and services to the market
Q How different will this yearrsquos education programme beA Two new themes have also been introduced for the education sessions ldquoBusiness + MErdquo focuses on personal development CSR activities and well-being while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry
We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025 With the world of work rapidly changing these sessions will address what we need to know about this new model for business including a high level panel discussion due to take place on Wednesday 20 April which will debate its impact on the meetings industry
The Inspiration Hub home to all the show floor education will also host experts exploring personal branding business skills creative learning marketing amp social media research amp trends and technology
New this year the Professional Convention Management Association (PCMA) is bringing its prestigious
48-49 Engage-IMEX Frankfurtindd 48 1316 922 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
visit wwwbizeventsasiacomdeals for more deals online
Deals
Sands Resorts Cotai Strip Macao
Bintan Lagoon Resort
INDONESIAPlan your next meeting at Bintan
Lagoon Resort Starting at SGD160 nett per person per day their Meet for Free package is inclusive of one night stay
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
49MAR 2016
Business School to Europe for the first time alongside IMEX in Frankfurt This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor Dr Kaihan Krippendorff renowned business strategist consultant and best-selling author will lead the interactive session on ldquoThe Outthinker Playbook ndash Devising Disruptive Strategiesrdquo exploring how to cultivate new approaches to business thinking and adopt a fresh ldquooutthinkersrdquo approach in response
attendees are sure to find a session that matches their needs both professionally and personally
Q Is mobile technology a disruptor or a useful servantA Our recent survey in conjunction with MPI found that 40 per cent of respondents agreed with the proposition that ldquoto maximize attention delegates should be banned from using personal devices during conference sessions and meetingsrdquo
Although this is less than half of the respondents polled the results point to considerable debate in the industry about a ldquono devicerdquo policy with planners considering whether to fight devices and their content or accept and even integrate them
Of course there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience ndash both before during and after the event These tools clearly make mobile devices a very useful part of the meeting session or event
Wersquove noticed that many companies have shortlisted for our start-up technology competition IMEXPitch which focuses on apps as their main product offering demonstrating that this is fertile ground for fast innovation and added value in the sectorrdquo
CARINA BAUERIMEX Group CEO
to changes in business Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach ldquostrategic clarityrdquo The innovative class is also CMP certified
Also new this year is a series of TED-style talks ndash short highly focused sessions examining ldquoTrends and Future-Thinkrdquo
All in all with over 180 education sessions at IMEX in Frankfurt this year
48-49 Engage-IMEX Frankfurtindd 49 1316 923 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Tel +853 2882 8800Email salessandscommo
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
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ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
50MAR 2016
PRACTICAL HOW TO IN COMMUNICATIONBIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON CORPORATE DIRECTOR OF
MARKETING COMMUNICATIONS FOR CENTARA HOTELS amp RESORTS TO THE TEST OVER COFFEE IN BANGKOK
WORDS EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW
TIP 1 Understand the nature of change and how to manage it In a fast-paced environment
such as communications and communications
technologies especially within the service
industries to be able to adapt and influence change
is vital if one is to stay relevant and be able to take
on leadership positions Change by its very nature
is embedded in the business environment and
right at the centre of that environment is people
Understanding how to influence change within
an organization or around a particular idea and
engaging people in the process will determine the
success of a change movement no matter how
small or how big it is
szlig How to Having recognised the importance
of change management I went on to do my
Masterrsquos degree in Change Management The
degree provided me with a mindset and tools
to help identify the need for change and ways
to influence that change whether in the public
or private sector After working for a number
of years the subject matter and opportunities
to learn were made more relevant based
on my practical experiences Clearly within
the field of public relations and marketing
communications having the capacities and
determination to make change occur is a
crucial skill and knowledge area
TIP 2Build a global perspective Understanding
the bigger picture of what is happening
around the world and in particular in the
service industry is essential in all problem
solving situations Solutions can come
from anywhere and being able to identify
where those potential areas are will
enable solutions to be put into place more
effectively and efficiently
szlig How to I was fortunate to have
travelled a great deal around Asia
and to many other parts of the
world Each place provided me with
important insights on the culture and
the behaviours within that culture
Having the opportunity to travel was
a significant contributor to my overall
education in communications and the
service industries While travel was
important I was always predisposed
to looking for different solutions
especially from a creative point of view
My travels together with my awareness
of the challenges facing the industry
convinced me that Asia was the place
to be and a place that could provide
important learning opportunities and
challenges
50MAR 2016
50-52 Talent and Mentor indd 50 1316 923 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
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ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
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ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
51MAR 2016
TalentAndMentor
MICHELLE JAMIESONCorporate Director of Marketing Communications - International
Centara Hotels amp Resorts
51MAR 2016
50-52 Talent and Mentor indd 51 1316 923 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
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CM
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ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Deals
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SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
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Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
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ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
52MAR 2016
TIP 3Share your knowledge The best work is work that has been created with knowledge and input from other areas allowing for a more dynamic and well-rounded viewpoint Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities In part to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniquesszlig How to Crave knowledge I have always been interested in many different
areas of the hospitality industry especially from the perspective of communications and marketing I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience Today I am still learning and working to better understand all the moving pieces that make up a large international service business
TIP 4Understand culture and people ndash EQ (Emotional Intelligence) Anyone within the service industry in particular hospitality as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work withszlig How to Coming from a multicultural background I have been exposed
to a variety of different cultures and environments This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds With this type of understanding I have seen that motivating inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics
TIP5Do not discount an opportunity or experience even if it does not seemingly apply to lifecareer goals and objectives in the immediate future Even if it is not directly related to a position or industry there are always opportunities to develop skills knowledge and perspectives that may apply directly to opportunities in the future szlig How to Take risks and always invest in yourself especially when presented
with a challenge I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest Many years ago I worked in a bakery which has given me a very different perspective on the challenges facing frontline staff I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals
TIP 6Be Passionate I have seen from those around me who have been successful in their related fields are passionate about what they doszlig How to Love your job Sometimes it is easier said than done I was
fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications but more importantly where I found my passion for communications in all forms Hard work and passion are two of the most vital components to success from my perspective
CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP
The Millennials constantly ask ldquoWhatrsquos the meaning and purpose of all theserdquo
It is a question that challenges and excites the hospitality industry at the same time given that by 2020 half of the global work-force will be formed by the same genera-tion We constantly push to technologise delight and create meaningful relationships with our guests so this should not be different in understanding our staffrsquos global cultures the need for empowerment advancement and a shared knowledge of the companyrsquos modus operandi Talent retention among the Millennials has been discussed ad nauseam but has anyone ever seen a positive outcome if this group does decide to quit Having mentored individuals from various Asia Pacific countries at varying stages of their careers the biggest takeaway is the realisation that change is inevitable Even with the best of intentions as a ldquopeoplersquos personrdquo to ldquogive and giverdquo your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation A mentorrsquos barometer of success is the ability to create an ldquoalumnirdquo of goodwill for their company where employees past speak glowingly of their mentors and previ-ous employment experience Ultimately the goal is for them to become KOLs (the popu-lar Millennial term ldquoKey Opinion Leaderrdquo) and influence a new pool of fresh talented blood into your organisation A mentormentee relationship should be one that transcends geographical markets and time where one day you might receive a call from your Millennial mentee saying ldquoI really enjoyed working with you and would love to have the opportunity to do so againrdquo
A MENTOR WHO SPEAKS HER MIND
CAMILLA CHIAMVP of PR amp CommunicationsCarlson Rezidor Hotel Group Asia Pacific
52MAR 2016
50-52 Talent and Mentor indd 52 1316 923 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
ideas to create and activatewwwideateagencycom
C
M
Y
CM
MY
CY
CMY
K
ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
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ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
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ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
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ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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BIZEVENTSASIACOM2016ŭ3ʃ
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
nowwe are herefor youresearch | strategy | branding | marketing
i am ferdi your personal ideatorletrsquos connect via ferdiideateagencycom
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ia_BEA 1Page Aug-15 Issuepdf 1 21715 1241 pm
53 Ideate Agency ADindd 53 29216 302 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
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ζƅ뼷ɑջ୯Ѯ뼶
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ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
54MAR 2016
Over 300 guests were transported back
to almost two decades ago as LAVISH
traced its growth as a catering service
provider through a video of its humble
beginnings and serving up local
favourites of the 1990s at its recent
18th anniversary gala extravaganza
After revealing its logo curtains behind
the stage were dropped to reveal the
future of catering combining food
technology and science to present its
latest all-sensory holistic gastronomic
repertoire titled LAVISH 20
Beyond the simple application of
techniques LAVISHrsquos star Chef Teo
Yeow Siang (also known as Chef
Siang) curated a unique spread of food
fashion that invited gastronomists to
expect the unexpected Unsuspecting
diners were astounded by his welcome
ldquopoprdquo of Singapore Sling Instead of
being served in a tall glass Chef Siang
dreamt it up in a Singapore Sling
sphere with mint granite giving the
eponymous cocktail a sensual twist
using an encrusting technique known
as ldquospherificationrdquo Dragonrsquos Pearl
CATERING
LAVISHLY
REDEFINEDLAVISH CELEBRATES ITS 18TH ANNIVERSARY BY
COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY
on the other hand thrilled guests as they
expelled vapours like a dragon through
their nostrils when consuming Chef Siangrsquos
adaptation of a frozen citrus foam taking
them beyond the typical experience of
chaffing trays canapes and food stations
Instead of sushi a standing degustation
menu of intricately created tasting portions
known as lsquosmall platesrsquo were served on a
carousal belt at the live station helmed by
qualified chefs at the gala This concept
required immense planning to present to
diners an all-sensory gustatory experience
from delicate flavours to the fine
presentation ndash a marked difference from
regular live carving and cooking stations
popular in recent years at catered events
DEFINING SUCCESSJerry Sim Director of Strategic Business
at LAVISH who steered LAVISH through
its rapid growth and rebranding said ldquoWe
recognise at the onset that as Singapore
WORDS GINA SIN
Jerry Sim
54MAR 2016
54-55 Dining Matters - Lavishindd 54 1316 926 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
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ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
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ȱĈŪ
ɽৠ٧elbizeventsasiacom
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ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
55MAR 2016
modernised to become an important
meetings incentives conventions and
events (MICE) hub so will the demand
for world-class indoor and outdoor
catering As the average spend per
head more than tripled over the last 10
years from SGD70 (USD48) to SGD250
we leveraged on food technology and
invested in our long-serving team to
develop their passion and skills Our
service ambassadors are trained to
provide intuitive service before the
guests even ask for it We re-looked
each aspect of our business and even
went on educational trips to enable
the company to lead in the catering
industryrdquo
A member of the internationally
acclaimed Singapore National Culinary
Team Chef Siang showcased some
of the dishes that snared awards at
the various prestigious international
culinary competitions including the
Lobster Fritters with Mentaiko Aioli
and Seaweed Dust which led them
to triumph over 60 countries and
over 150 top international chefs at the
Expogast 2014 Culinary World Cup in
Luxembourg
Inspired by the special and sometimes
challenging requests to create
something new or unique for his
customerrsquos events Chef Siang enjoys
watching his customersrsquo face light up
when he meets their catering briefs
ldquoIt is my own level of lsquowowrsquo My team is
very passionate about what we do We
try to surpass ourselves because to
us each event is a special eventrdquo
said Siang
Of the demands LAVISH received
today Sim observed ldquoWe are
taking the road less travelled
by providing the overall dining
experience Our planning would
take into consideration the deacutecor
and ambient lighting to the
lsquowowrsquo factor as well as minding
cultural etiquette Gone are the
days when special diet means
vegetarian or meat-free Now we
have gluten-free no shellfish no
flour no mushrooms or no pepper
requests Even Jain and Kosher is
no longer the only special dietary
requirementrdquo
Simrsquos touch in handling catering
events has brought LAVISH to
greater heights He has garnered
many fans and friends along the
way with his genuine desire to
work closely with clients which has
contributed greatly to the success
of their events Personal attention
is given to every detail ensuring
that clients and guests enjoy an
exquisite culinary experience
LAVISH held its 18th anniversary
cum rebranding gala dinner at
Flower Field Hall Gardens by
the Bay Invited guests included
loyal clients suppliers industry
associates and event planners
LAVISH Culinary Theatre - Foie Gras Dome and
Scallop Spring Onion and Yuzu
Lobster Fritters Mentaiko Aioli Seaweed Dust
Kylie Hall Lesley Renton Sharirah
Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
54-55 Dining Matters - Lavishindd 55 1316 927 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
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ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
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ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
56MAR 2016
STEP A LITTLE CLOSERTHE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACONrsquoS USEFULNESS
56MAR 2016
56-58 Wired Upindd 56 1316 927 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Website wwwbintanlagooncom
Suntec Convention and Exhibition CentreSingapore
SINGAPOREChoose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience flawlessly planned and delivered by our dedicated Experience Managers With a minimum booking of 30 guests packages range from SGD45 (USD32) per person to SGD65 per person These include use of rostrum stage AV set and meeting amenities
Tel +65 6377 2888Email salessuntecsingaporecom
SIINGAPOREEnjoy 18 percent off Fully Flexible Rate
for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel
Singapore when you book your meetings directly Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one
lunch with complimentary WiFi Bookings must be made by December 31 2016 and
used by December 31 2017
Tel +65 6233 1381+65 9006 2955Email Xavierchuamillenniumhotelscom
MACAUBook more to get more Sands Resorts Cotai Strip Macao introduces ldquoMacao Meetings with Morerdquo ndash A selection of
special offers for your next meeting or event at any of the six international hotels located within Contract your meeting by
December 31 2016 for arrivals until December 22 2017
Tel +853 2882 8800Email salessandscommo
Website SandsResortsMacaocommeetwithmore
Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
57MAR 2016
WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events many industry ldquotech-spertsrdquo have listed technologies they believe will have a strong influence on events throughout 2016 and beyond Realities both augmented and virtual seem set to become more common hybrid meetings look likely to increase the Internet of Things will connect us in new and innovative ways and wearables should become morehellipwellhellipwidely worn
Sitting quietly amidst many of the expertsrsquo tech roll calls is also the growing use of beacons yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike
MUCH MORE THAN A MESSAGEldquoPretty much everyone thinks beacons are hyper-local messaging as it is the most basic use of beacons that is out thererdquo said Jamie Vaughan MD EMEA of Eventbase ldquoHowever this use has muddied the waterrdquo
ldquoIn addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long yoursquove been thererdquo added Vaughan ldquoItrsquos therefore using a bit more intelligence other than just location to send a quick engagementrdquo
ldquoAnd then the third element is that when you know where people are and how long theyrsquove been there you can align contextual-based messagingrdquo said Vaughan ldquoThis is where it gets really really powerfulrdquo
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction
ldquoWersquore very lucky that we have very advanced algorithms in our app where we manage user profiles so the profiles that we use will contain elements of tag codes and lsquobuying intentionsrsquordquo explained Vaughan ldquoFor example if a user stumbles on to a stand or stands near a stand but doesnrsquot engage with the stand holder stays in that zone for more than 45 seconds but still doesnrsquot engage with the booth holder the booth holderrsquos beacon can then push a message once itrsquos read the user profile to ensure that the userrsquos buying intention matches the supplierrsquos products Then they can say lsquohey we match why donrsquot you swipe here so we can send you a brochure afterrsquo or whatever that engagement may berdquo
FOLLOW THE BEACONUsing the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoWersquove also used beacons for way-finding and wersquove probably done the most App-Maps in the worldrdquo said Vaughan ldquoWe recently had 1600 beacons at Hewlett-Packardrsquos Discover London event ndash the whole of ExCel was written into a 3D map based on our BeacMap technology We then flood wired the entire facility with beacons SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technologyrdquo
ldquoLast year we also did Spring Fair at the NEC in the UK which is two million square feet (200000 sq m) and 4000 booths over 20 halls the entire surface of the NECrdquo he added ldquoYou can stand there and push a button that says lsquoFind Mersquo and it will tell you where yoursquore standingrdquo
ldquoIn the same way that mapping is obvious we recently launched a product called Virtual Tours that was also at Hewlett Packard in Londonrdquo continued Vaughan ldquoAs we know way-finding where people are and where
JotItDown
56-58 Wired Upindd 57 1316 927 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
ƅȁħʘвưјǭąغϯȗв߀뼶ćغϯȗľԘġ뼷ƧưĨƙČؽˡĀǀࢨʘ뼷ŢਇɘࢨˡвϝԶĀǰƍŐĖƂβੀĀвư뼶
ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
58MAR 2016
to take them we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile The map would take them to position number one and when they got there another beacon knew they were there and streamed media When that finished it took them to the next demo and each tour had about five stops It was really cool really obvious and saved them time with no messing around with groups It was a real user benefitrdquo
A CONVERSION OF CONNECTIONWith the many benefits of beacon use at events it may seem peculiar that the uptake so far hasnrsquot been quicker and more widespread or that so many planners and venues havenrsquot made the conversion to connect to beacon tech
ldquoThe technology is still new and professional event organisers know that it is there but arenrsquot always the most willing to spend their budgetsrdquo said Vaughan ldquoItrsquos also not about having a stick to make event planners use it itrsquos about why they would use it Mapping is an obvious example that doesnrsquot need a lot of sales pitch because in two million square feet it is
invaluable That feature alone sells the use of the technologyrdquo
ldquoFor venues it means spending money so they donrsquot like the idea but I believe beacons are here to stay and will get modified to be smarter stronger and lighterrdquo he added ldquoWhen you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isnrsquot going awayrdquo
As delegates step closer to new flows of information and networking management from the beacons all around them the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress
ldquoThe use of beacons has already changed events and it will be interesting to watch how beacons are usedrdquo said Vaughan ldquoAs they come down to very small and cheaper components we will be looking at putting beacons in badges which will be an alternative angle of how they can be used You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levelsrdquo
Using the breadth of information flowing to it beacon technology not only pushes people together at events but can also help push them in the right direction and to the places they most need to go
ldquoldquo
WORDS ROB COTTER
56-58 Wired Upindd 58 1316 927 pm
59MAR 2016
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Grand Copthorne Waterfront Hotel
59 Dealsindd 59 1316 927 pm
60MAR 2016
ӡϋ
ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
ҵĀƅɢ뼶ĈͿƦŊĈͿߔĄ˫ەǡĀᕒ뼶
s ƧưЄۍădžڨ뼷ƦˌӿŊĈDŽ뼷ĔĄǂȜĀľ˫뼶ȚƧưЄۍdžڨ뼷ƦˌӿŃĄŊĈDŽ뼷ĔďĄˌĀľ˫뼶
௱ŔĀĔƪǩҶĖąͿߔȉʘĀݦНȱͶ뼶ČĀͿߔ뼷đĈݘČĀʘႻ
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ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
ĀqћՑžrģɾĎɾ٣ચ뼷ʘľĈвɁʘ뼷ĻȀ˓ȺмȞĀћՑž뼶
s Ʊʜڞଉ뼶ľĠĀƱʜѝ০ąϥĀ˝ՊŠژąŴĶŢмȞĀฑࡄʇ뼶ȣƧ뼷ԚĂŝΪЌѠĻĨĈĂċيȞײĀȅν뼷ȺŔȞײƣĈĢŹĀȅν뼶פąŔȞײĀċȍȅνʋ뼷ĻĨŃĈȺŴĀȅνʗɠćϯȗǭĀʴɌƧԄӪƜƚ뼶
s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
s දȡĀŢղ뼶ȉʈŭǡȠȣ뼷ƧƎĀŭΜĂͳܡȀĝȣևŨ뼶ŴĶ
шĈևҽĀĴǎĎϗǀԥȌīɌĀƢԺ뼷ŴĶǨڥĀևĠĄĨъŴĶňŨďјɝʚĀදȡƱʜ뼶
ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ldquoldquo
60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
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ŢɁʘĀǸࡁҍЯ
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BIZEVENTSASIACOM2016ŭ3ʃ
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64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
59MAR 2016
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60MAR 2016
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ɁʘĀžžۀۀɁʘʗ˴ŠĈвĀʘͿߔĄࢨˡˋϥТȞײƱʜĀȱਢ뼶WORDS -90)100510)
ĉĶ˩ĸԄɁƧͿɁ뼷ćതڌպݰĀŀNjɁĘ뼷ϭދĀĄџᄕዪ뼵ґŀԪ뼶ƧĈвŞȗƱʜŠмȞĀћՑžŪąŀNjīŗφĀȱਢ뼶
ȆǀăբǯĀĴȊ뼷ϿĠȓѣĝౡɌƻʴנ뼵ʸ˄ͱൕ˴Ā뼶ĈĀȓѣħąȀ˓തڌƺ뼷קȶർȞײ뼷ŗڇۃƑĠĤϢе뼶ŃĈĂȏȓѣק˝ՊʘľʗƷʸǟŗȌīƑęĀɁ뼶ƄΡĄʴנ뼵ʸ˄뼵ൕ˴ͱĄʸǟ뼷ĞđćƚଐĀɁġŀԪ뼷ĂǭđĈǥ˰ĀͿܪߔŠᰦݦĀDŽƚʹ뼶ĈąͿߔŠʹŃăѿ뼷ƧźĪĨѿȢڨȗĔȏͿߔŠʹƷĄŪβĀȶđȁ뼶
ԛΉĴʿōǩєƂŝ뼵Ɠŝ௱ŔĈƪǩҶ쨰s ĈͿߔƦŊĈͿͿߔĄʘˋϙŕ
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ŢɁʘĀǸࡁҍЯɎɁؽĂƟ뼷Ɂʘϰϰƻ˸ħɒĀƂ뼷ăɎߊŠˡӪş֏뼷ĨˢˈLjȀȓѣĀʴɌ뼶ኸߖĀĄ뼷ȆȓѣʴɌũ˧Īત뼷Ʀߊĉ˴ƣƄʑȺʅȁĴ뼷ޡݸɁʘĀܡ˴ϔȉߊˌɠʸǟ뼷ǭƬؽˡʴɌĀॸߔ뼶ăĄňĠĉŢɁʘĔċܡʞĈӖѿĀą뼷Ĉ৯χΙࡢĔċܡʞĀԪćҲ뼶ͱϿďĄȁħĔċʅȁ뼷ϿĠȓѣĀჼƂĝĄшĈߊŠӪӺբĀĉ뼷৯ɹĎĢɁʘˌɠĀĉƷ뼶
쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
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s Ʊʜڐ뼶ƱʜĀЙབȸʘNjŎത뼵ȞࠍŢƋňͲůȠǜĀȱਢڌƱʜŠਇƶʑ뼶ײ
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ƍͳؽġĀʘƶКɁʘćƍƎؽˡϯȗġರӲŎɾĎɾກĀȶđŞʞ뼶ȓդȱͶǢăǞĄĂċћӐĀβĨ뼷κȉɁʘʗ˴ӷݦʸǟ뼷ǭࢨˡĀNJږӍȞږײƶ뼷ƬࢨˡĀƢǩʇӍάࢨˡȞײ뼶
ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
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60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
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ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
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ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
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64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
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Backindd 1 1316 1007 pm
60MAR 2016
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쨞CTNUQP4GKFQTמЌѠว౻جQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ뼷ĉĶϰϰŢɁʘĔċܡʞĈňĠࡁ뼷ŴĶɽΞħɁʘܡ˴ĀʕǟăʋĄćࢨˡƜƚĴ뼷ϼŎϾЉĀ˖뼷Ăӫą뼶Ⱥǰ뼷ɁʘĀܡʞ˄οĉĶĞղġĀŦƟĬʾӴۍؼĉ૮ਧ뼷ȠѢĀ뼷ĔĄĂķƺĀʕǟ뼶COKNNCJKCOĄԭɹшĈɁʘӺբ뼷˄ĂɢބӽŪħȓѣDŽ
60-61 Chinese Communication Editionindd 60 1316 928 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
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60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
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62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
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Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
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ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
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ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
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ŢɁʘĀǸࡁҍЯ
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
61MAR 2016
ˡƴīɁࢨĀĉ뼶Ȭĸ쨰Ăȏ˴ࢽʘˌɠˆաŕŶĀŞʞ뼷৯χƄƈୟ٩Κ뼶ŢāƦҶ뼷ĔĄĂċᡱΡ뼶ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
ƍćďǟśϐȻĀȗύɁʘĀǟůăĻŇᴏ뼶ăđǞdzɁʘĀʕǟȆǟŮĄşҘĤոĔĬҺ˱뼷ğĂğŗĪĀʅȁ뼷ͱϿĆďěŢɁʘĈǨϐҍ쨰s ϿĠмȞŠ˖ӪĻΜͲƻҫ뼶Ǩ
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ȮǕĘĎĸ뼷ĂċĈвĀɁʘͿߔĝĄćǭࢨˡؽϝԶŠŪưϱĪǟśĎĀ뼶ͿߔκʸȞײҲ뼷ƦؼđॎǨĈĀĉ뼷ƄΡĄȓѣ˴ʕ뼵ŀNjਙę뼶ײ뼷ͱĄϢеŪħȞ
쨞CTNUQPמЌѠว౻ج4GKFQTQVGN)TQWR쨟ۈƖҠȓȱӍɽൕCOKNNCJKCOȩФ쨰ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔŢȓѣĀؽˡʴɌǭŐŎϗԭĀǟů뼶
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60-61 Chinese Communication Editionindd 61 1316 928 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
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ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
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ȱĈŪ
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௱ᅒ
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ŭʃ
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BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
62MAR 2016
ǚтƂ
ӴʈŭāDŽWORDS ௱ᅒ
ĤɘĀɮŝŠŗҲħႛƚĀ֏ěϜКħثӘရʄŚŝɭĎąƄՃĀħԄƯ뼶
62-63 Cover Story Chineseindd 62 1316 932 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
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ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
63MAR 2016
qॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċ
Ϩ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶r
ӘရŚԄӪӍě˺Ӄɯ֏ěثKDVOCTCDKCǘʃūćඡſثۈɂЌѠӘũᕣ뼶˽֏ěύॎ֏Ӄɯ֏ڏמזѩ뼷ȺΙʔŠɡćǜ֏ěġǘŞҠʠϵŞʞ뼶
Ǝŭ뼷դĈʞĎĢɸľĠċŚŝŠŞҠĀ֏ԄŠɆͳȩśଋĔċ֏ě뼶˽֏ěǘĐ֏ʿʭŗŕǀ뼵ƬвĀԄˡ٣КħɮՑˊƶˢǚದćϢе뼵ვ֏ԄˡѺ۷ŗӍᢘԒͶĀƯě뼶Ǝŭ뼷ثӘရŚԄӪӍě˺Ӄɯ֏ěǢϲɌljʈċŭǼ뼷֏ěȖśąƑĠӴğž뼶
ǙۂՕ֏ě٣КҤϯśଋˤơ֏ěĀɮŝŠ֏ԄĝĈǨLjȀ뼷ȚثӘရŚԄӪӍě˺Ӄɯ֏ěĻĸĄॎ֏Ӄɯ֏ז٣ŕŇĀĂܪĪƼЍě˺ʗˡͶԉ֏ěġמċ뼶Ɣ٣ܪŇ뼷ȚĔċ֏ěħƲċɮŝŠ֏ԄӘရŚثਜĀƯě뼶ˈݦযĀԄˡƯҚŠʣࡒąԄӪӍě˺Ӄɯ֏ěǀȗ5JKPW2KNNCKĸ쨰KDVO֏ěăĄħq֏rƦѩ뼷Ƒȉ٣ܪĀęŇƄȱ뼷āĶƺħƲċȉěŒƥĀҲ뼶ǕơƜƚĀȶžĄđՇҜĂċԵĈʣݦਙȱͶĀĀqףҠr뼷ħɮՑˊƶŢĀƯě뼷ģďĄĸɮՑˊƶĻ˝ՊǨđȒĀದćϢе뼶
ॎ֏Ӄɯ֏מזΫѺغʸɽઠ5CNNKGQXGPVT[ĸ뼷Ϩ֏ԄǕƄķ뼷ђċϨ֏ľԘŗҺ˱ŠΜĀƶКɘDŽ뼶āĶħǨĈ֏ԄѲ֏ф뼷ŴĶŮɭĂȏȠȱѺն뼵ݓʥǕǗќͱK2CFďǢђΰş뼶ђċϨ֏ŃಗąſЉȞײŠĈΙʔĀי٩뼶
CUCTKPCKTEWKVĄˤơ֏ěĀȺġĂċ֏Ԅ뼷˽ȓѣě֏ǀȗUNK2NCKNΞħĔƟĀ٣КźɮŝŠˆԄĝȌॼă뼷ęŝĝĈƯěȉःˤĞȒĖĀದćϢе뼶
ιƜƚףĀࡒǕثӘရŚԄӪӍě˺Ӄɯ֏ěĀƜƚĻĸĄӴත뼶ثҘȣěٲڱʘľॏثԒᬒĀࡒӃɯѺ۷ŠĠƟȡħ֏ěӘũą뼶ǂѩƶģ
ŞȫąɮŝŠ֏ԄɯثזҘȣ뼷ਯȺĄϨҍȆŞĀĂȏǂđě֏мȞŠ˖Ӫ뼶ȺŴƜƚŃಗąιƜƚ뼶ףěŠࠕ
ඡſثۈɂЌѠĄƎŭ֏ěĀǂěɁ뼶ĔŝōǩĀɪЌѠшĈثҘȣŕČĀě֏Ѳ뼷ಗџݔĀϢӭŠӝӭ뼵ƬԐढ़뼵Ծǻஉǒˌ뼵6CNKUGѽ෫ɁŠĂȸĀנˀġķ뼶ҲīĂĀĄćŅŭصʃǔũĀ߆िɧԐढ़숯숯ܤ뼶ǂೀKEJCGNCKPGUćŚĘǃǩ뼷ӅŚNJᵐԉȓԼԐढ़ďĄćŴĀɭʠĪȌīąМȺڄȕɪĀກદ뼶ඡſثۈɂЌѠĀܤԐढ़ĄϘǎćӅŚŗʋŗKEJCGNCKPGUǩػũѲĀԐढ़뼶˽Ԑढ़ƲĂŭĝěƑҕȺ˱χɹ˗ơ뼶
ěɑĀӲϭਓĄȘʆĂȸŠćġʁŞҠĀࠕěĘࠕ௩ॎՠӲϭ숯숯CTQN6CNDQV뼶ȬćډȉęŝŒǃƧŗăǜĀΥάƶКŅǀؽŴĶŀNj뼶ȬģϭۄąƧħǭĂċʓĀЧբŠůĂȏʠϯȗॸߔĎژȍĉ뼶ˤʋ뼷ȬģȉęŝŒǃȬĀŪβĀܥ뼶
ऄƥūƜƚಗąɯזʞǘۈҊĀثҘȣʑӘϙǂʚȓԽ뼶ĔĄƼЍljĂċŗʑӘϙħǂʚĀȓԽ뼷ģĄƼЍ٣ܪŕęĀبʭǂʚȓԽ뼶ǂѩƶŞȜԚĂԐߺɁŞʽҕŪĂċĢՎКϡԐě뼶ęŝćΜ뼵ఔŨĀǯĪ˪ǃůſη뼷˪ȉȺŴȉěιȸ뼶ϡԐľŶ뼷ęŝŃϨҍąʑӘϙĀ֏뼷ąĢŭŗĎȉʑӘϙĈȱĀтƂ뼶זኈ໓ʓŬᅅĄثԒᬒŕęĀʓŬᅅ뼷ɽǚϗɸľȓ뼷ĎĖثҘȣƣəĬĨǸľϨҍʝ쨵ȉěƄăƻɔǡĔǝЉĀӚ౨ˀǨ뼶
ȢКĀDZďěćᬒǥŚుፑЌѠĀ1TKGPVCNCHszlig)CGDQڏDŽ뼶ਓϢƻڇɌĉĀĐіф뼷ćŦƀĂɁӴĀثӘရ߈དྷȢćˈęŝ뼶ĐĀȐၰקćثҘȣࡘગʄභЌѠڏDŽ뼶ȐၰǂʚħqɃɡ৫Ţr뼷ȉěćџſĀණझŠſЌĀڈĪʇľąĂċఔŨĀȐ뼶
ŭĀثӘရŚԄӪӍě˺Ӄɯ֏ěȜćʃ쨣ūڏDŽ뼶
62-63 Cover Story Chineseindd 63 1316 932 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
ৠ٧ginabizeventsasiacom
ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
64MAR 2016
ĴǎľīňŨ뼷$KXGPVUۈिȶർȞײǢľąĂŭ뼶ćľŅĀĂŭƀ뼷āĶɒąϿĠƺŠˋϢеŠЙęĀɁТȓѣͿߔʽՏŠȞײȶർӺŶĀʅȁŠNjػ뼶
ćĔȆġ뼷āĶҚĖąϿĠƬӢŐງ뼶ȆāĶјǭćƲĂʿζƅĂċɽɆȡĀӛʚĴ뼷ŊĈĠɹĉĨąāĶĀϝĀĄƇĬ뼶ƔƦ뼷ǀľĂĀʘŶ뼷ϿĠˡʭĉՂŢĔƟĀϐȻĝȩФΞĻ뼶Ņŭʃ뼷āĶŗqĻφş֏rĔċӛʚǟħŭĀŕŶĂʿ뼷īĖąęŝĀɶژݰˆ뼶
ԨĂȶęĀϐȻĄ뼷ĢŅŭʃŐ뼷āĶƲĂʿĝěɑˡʭĀԚʞʗˡĉՂৠ٧뼶Ĕȏৠ٧ċċǀԥࡒ뼷ᶓٺDŽˡĀؽǰၿ뼷ŴĶĀŬƢᚊȒκȜփɩॼݘĠ뼶
ʘđखķŠॸߔ뼶ďŗĔĂʿħ뼷ďĄĂċʘĘĀסͿ뼶ħąʴמɫŠৠ϶ʭ뼷ćľŅĀƁċɪʿƀ뼷āĶפąȉǘăǜŚŝŠŞҠĀᙕĉʘʋ뼷ŃīɘDŽचਲ਼ŠśଋćಯǕڏDŽĀۈƖҠ˺ॎӍěז֏ڱ+뼶ĔĂĎĂϰ뼷ഹҎąϿĠĴǎȉƺ뼶ŊĈӖѿĀखķŠĈвĀ
ॸߔ뼷ƂŰЂďѩăŪą뼶ćĘċʃ뼷āĶģϨȀąثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKC뼷ǕʿǚтƂħǷζƅĀďĄ˽֏ěĀӴƜƚŠ˽ϝĀŞĀћՑž뼶
ೡŔӊĸľ쨰qȆϝԶňdžŞƄʑТŪĴ뼷ăđЬђϝԶ뼷đЬђĆǨचȾĀDŽƚ뼶rĄĀ뼷ƧưĆşƍĆĀDŽƚăěڇĆТĖĆǨĞđĀʪư뼷ŦĆďκźĆĀƶʑȻīƜ뼶NjĖĆǨćƙĀʕǟDŽăʘĄăѿĀ뼷ĆŃđЬђĆĀॸߔ뼶$KXGPVUۈिďĄᠻĔċȗЯ뼷ăגɘDŽЬђ뼷ұކՠʭȉКĀȉĴஉɘ뼷ŗґˆɁŠփĀđ뼶
ĈвĀɁʘȜĨڇۃϝԶϢĀNj뼷˄ŴĶȢڨȗͱʠěƱʜ뼷ŢмȞмŀՋĀߩղ뼶ĔĂʿ뼷āĶĈ˵ɑƤᅧĤȀะȞײӍࢨˡˌǂϯQCPPC1PIUJৠ٧뼶ȬȜȉɽৠ٧ȱĈŪĂŐɁʘĀȶđȡŗӍƧǭƑĈвĀʘॸߔ뼶
āĶňƬćľŅǴŭƀ뼷ĻŗȉʞփɘDŽιȸʘ쨗
ŢɁʘĀǸࡁҍЯ
ǚʏǦħثҘȣȫગӘଈجᒗଔӘҘЌѠ뼶ĈȱثӘရŚԄӪӍě˺Ӄɯ֏ěKDVOCTCDKCĀ
ζƅ뼷ɑջ୯Ѯ뼶
$KXGPVUۈिĄŗĪƯĀě˴ӍϱǭЋƶɆ
ȱĈŪ
ɽৠ٧elbizeventsasiacom
௱ᅒ
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ŭʃ
ʘॸߔ
BIZEVENTSASIACOM2016ŭ3ʃ
ʗ၅
64MAR 2016
QCPPC1PIUJ ৠ٧joanna-tmong-ashaiacom
64 Chinese Editorial Lettersindd 64 1316 933 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
CMY
IBC Pacific World ADindd 11 26116 923 pm
Backindd 1 1316 1007 pm
Backindd 1 1316 1007 pm